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The Olympics of Creativity
By: Anamika Pande Ved
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Ads for London Olympics 2012 keep rolling in as the agencies unleash their creative juices and squeeze the opportunity to make a mark. The Olympics command a huge global TV audience and present a unique chance for the agencies to show off their creativity and their ability to communicate it. Here’s a look at the few ads, which prove how agencies in different parts of the world are all set to bedazzle the global audience by their inimitable creative geniuses.
1. U.K agency RKCR/Y&R has created a “Torch Relay” campaign for the BBC. The creativity lies in the design of the torch itself. There are 8,000 holes in the design, representing 8,000 torchbearers. The trail opens on the "DNA" of the flame, then pulls out to reveal the torch, created with graphical dots. The graphical dots make up forms and characters who are shown carrying the Olympic torch around the UK.

2. Wieden + Kennedy Portland designed the masterful “Thank You, Mom” initiative for P&G, paying tribute to the pivotal role mothers play in the development of young athletes. The ad was shot on four continents and features actors and athletes from London, Rio de Janeiro, Los Angeles, and Beijing. It's focused on one mother in each location raising a young athlete and all the work that goes with it.

3. Toronto-based agency Sid Lee has come up with a very inspiring creative idea in the form of the “Take the Stage” campaign for Adidas. The ad brings together famous faces like David Beckham, Wretch 32, Stella McCartney, and Team GB athletes Victoria Pendleton, Louis Smith, and Tom Daley. The idea behind the ad is to provide a once-in-a lifetime opportunity for young, talented people to fulfill their aspirations, such as photographing David Beckham or playing basketball with star Derrick Rose.

4. Mother London has designed the Coke’s biggest campaign ever, called “Move to the Beat." The campaign is a music-driven initiative and has an audience-inclusive approach to content. The campaign is targeted at the world’s youth and its content is to be largely distributed via social media by the audience. The soundtrack “Anywhere in the World,” created and performed by Grammy-winning DJ/producer Mark Ronson and Katy B., is the mainstay of the campaign.

5. For the Chinese audience, Leo Burnett Shanghai tweaked the idea of the Coke’s global Olympics campaign “Move to the Beat” and created a localized version called “Beat of China.” The campaign includes mini-documentaries featuring the personal stories of five Chinese Olympians and calls upon fans to submit their own beats and help create an anthem to cheer on their athletes competing in faraway London. The beats can be submitted via a dedicated website, a traveling roadshow, special Coke cans, and an Angry Birds game. The consumers so far have submitted more than 180 million beats against the goal of 100 million beats.

6. Watching the Olympics can be a bit of a trial for people living just north of Antarctica. Working on this premise, DDB New Zealand has created quite an interesting pre-Olympics ad for McDonald’s called “Staying Up.” The campaign illustrates that watching Olympics action during your bedtime is not as much of a pain if you have Maccas to keep you company.

7. Paris-based CLM BBDO is the brain behind EDF’s London 2012 campaign. The campaign highlights the role of EDF as the event’s official electricity supplier. The humorous ad features two EDF employees testing the Olympic facilities powered by EDF. The campaign, with the tagline “Helping London 2012 shine brighter. EDF powering the Games,” has been running across Europe since July 6.
8. TBWA worked on making the Visa ad theme, “Go World,” an exhortation. The impressive campaign, which involves more than 70 countries, gives fans a chance to post good wishes — “Global cheer,” in Visa’s parlance — to its 60 sponsored athletes, like swimmer Michael Phelps and gymnast Nastia Liukin.


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About the Author
Anamika Pande Ved is a blogger, content curator, and content writer with Global Washington, a non-profit in Seattle, Washington. She is fascinated by commercials, more so if they are used for "social good." She is an avid traveler, reader, and a singer. Find her on Twitter here anamikaved15@gmail.com
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