IOC The Fire BTS

Our broadcast PSAs for the 2016 Olympics, airing in tandem with the lighting of the Olympic Flame, were shortlisted for a Clio Award, and selected as Creativity's Pick of the Day! More love on CampaignLive, AgencySpy, and Olympic.org. 

"Together, we can change the world," was the message of the opener to the Rio 2016 Olympics, a sweeping, blockbuster-­‐style film from the International Olympic Committee putting the spotlight on athletes and ordinary people around the world as they demonstrate the power of sport. 

The PSAs, which coincided with the lighting of the Olympic torch in Olympia, Greece, was created by VML and directed by Prettybird's Max Malkin, who has helmed music videos for the likes of Eminem and Green Day. Percussionist and DJ Questlove executive produced on the music side, re-­‐recording the song, "The Fire," originally by Questlove and The Roots, as the soundtrack, using artists including America's Lenny Kravitz, British singer Corinne Bailey Rae, African artist Nneka, Asian artist Yuna, Brazilian musician Diogo Nogueira, and Oceanic artist Darren Hart (aka Harts). Uma Thurman provides the English voiceover, while Juliette Binoche narrates the French version, Paz Vega the Spanish and Taís Araújo the Portuguese. 

Shot and directed by Prettybird's Max Malkin. Cut by Rock Paper Scissors' Austyn Daines. With VML agency team Mike Wente, John Godsey, Steven Martin (creative), Erik Iversen (lead producer), Tamara Lund, Kolby Slocum, Tyler Smith, Lisa Stevens (production), Chris Gossens, Charlotte Ford, and Elizabeth Rowny (account) and Tomas Gonsorcik (strategy). Huge contributions from Diederik van Middelkoop (Massive Music), Jonathan Hecht (Venn Artists), Mike Marinelli and Fernando Ascani (Sonic Union), Tom Poole (Company 3), Monte Isom, and artists Questlove and The Roots, Uma Thurman, Juliette Binoche, Taís Araújo, Nneka, Corinne Bailey Rae, Harts, Yuna, Diogo Nogueira, and Lenny Kravitz. 

The campaign films were shown on donated airtime nearly 22 thousand times in 44 countries around the world. The campaign received 155 million impressions across social media and the hashtag was used over 19 thousand times, including by well-­‐known personalities, artists and celebs. 

Experience more at Olympic.org/Peace, and using hashtag #OlympicPeace. 

Thanks to Anthony Ramirez for the comprehensive credits detail! 


:90 Together

On April 21, 2016 the IOC Launched their campaign for the RIO Games.  "Together, we can change the world," is the message of this year's opener to the Rio 2016 Olympics, a sweeping, blockbuster-style film from the International Olympic Committee, putting the spotlight on athletes and ordinary people around the world as they demonstrate the power of sport.

The PSA, which coincided with the lighting of the Olympic torch in Olympia, Greece, was created by VML and directed by Prettybird's Max Malkin, who has helmed music videos for the likes of Eminem and Green Day. Percussionist and DJ Questlove executive produced on the music side, re-recording the song, "The Fire,", originally by Questlove and The Roots, as the soundtrack, using artists including America's Lenny Kravitz, British singer Corinne Bailey Rae, African artist NNeka and Asian artist Yuna. Uma Thurman provides the English voiceover, while Juliette Binoche narrates the French version, Paz Vega the Spanish and Tais Araujo the Portuguese.

 

:30 Together

This is the :30 cut-down of the :90: Aiming to tell "the story of core Olympic values and their role in uniting the world through sport,” this spot shows not just famous athletes such as Usain Bolt, but kids running and playing sport (some in their country's native dress), ordinary people using their bodies for other activities, like haymaking, and footage of previous Olympics. There's also a nod to the watching audience, with clips of families around the globe watching tense moments of Olympic competition.

The films have been made available to all Olympic broadcasters across the world for television, digital and social distribution.

 


:30 Counting Stars

This spot promotes inclusion, and empowers the spectator to believe that in any human endeavour, there is enlightenment.  The human will to achieve can manifest itself in a myriad of ways, from the time one is able to take a first step, to a walk, to run, to jump, to release the inner being in union with others of like minds, or vastly different background and circumstance. 

:30 Respect

In this narrative, the IOC presents its own mantra. This time-honored tradition has empowered athletes and spectators alike, engendered a competitive spirit to take the place of antagonistic clashes between culture and race.  Across time, since the Greeks first began this Olympiad tradition, the governing body has striven to achieve unity, while nurturing the fierce competitive spirit within the human race - through sport. 


:15 Breath

The message of this spot is that Every moment you have ever lived is taking you where you are meant to be. It’s just the beginning. And together we can change the world. 

:15 Counting Stars

The empowerment of the Human Spirit, manifested through Sport, is promoted in this spot.  Millions of viewers around the globe will see this message, carried through all these IOC commercials, along with Behind-the-Scenes material showcasing the making-of moments of the commercials shot in Lisbon, Portugal, and Capetown, South Africa.