This year's Summer Olympic and Paralympic Games were like no other as athletes competed without any friends, family or fans present in Tokyo to cheer them on due to the ongoing COVID-19 Pandemic.
In order to generate a similar sense of fandom and energetic spirit, we teamed up with Team USA to create a series of 5 different social activations that both enticed sports fans across the US to support athletes along their journey and also served as an impassioned megaphone for the athletes themselves to tell their stories.
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We kicked this campaign off with a series of 3 Q&A style interviews between Olympians and Paralympians called 'Know Your Athlete'. In these feel-good IGTV videos, we get to know 6 athletes on a deeper level who either competed in the Summer 2020 Games or were gearing up for Winter 2022. Check out Episode 1 with Wheelchair Basketball player Matt Scott and Skateboarder Heimana Reynolds below -
We then partnered with @Katoproducer to create what became the anthem of this year's Olympics + Paralympics that took off on TikTok with 23 million views and 888k engagements. Athletes and fans alike were invited to join in with their own freestyle to get hyped for the Summer Games. Check out more of the of the heat here on TikTok.
Next we launched our Stitch Series, also on TikTok, in which fans were invited to react to athlete and influencer questions related to the Olympics and Paralympics. This organic activation reached 2.3 million people with 259k engagements. See here for one of my personal favorites.
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We simultaneously released a series of bite sized animations that turned Team USA athletes into total super heroes! In partnership with 3 animation artists, we superpowered some of the most iconic clips of this year's Olympians and Paralympians with anime style edge. See here for all Superpowered Highlights.
Finally, going back to the original goal of making our beloved athletes feel the support and energy that friends and family exuded from a distance, we generated a display of fan love that was live at the High Performance Center in Tokyo. From Kamala Harris to Kim Kardashian, Americans across the nation came together using the hashtag #GoTeamUSA on social channels to share their encouraging words with our athletes - check it out here.
72andSunny
Account: Kennedy Harris, Makenna Magarity, Ryan Warner
Creative: Wyatt Hunt, Julian Green, Tahirah Edwards-Byfield
Production: Dieter Lebbe
Partnerships: Devin Harrison, Vanessa Rivera