By Nicola Hargreaves on 29/02/12 at 8:47 am
The International Olympic Committee has launched an integrated communications campaign named ‘Show Your Best’, calling for people around the world to demonstrate their best.
The campaign aims to increase the engagement of youth in the Olympic movement and invites entrants to create, share and discuss video footage, describing or recreating their best; be it breaking their fastest time in a 10km run or winning a world championship. In return, entrants will have the opportunity to be part of an Olympic TV spot and win a trip to the London 2012 Olympic Games, in addition to other prizes.
The IOC is working with Olympic broadcasters worldwide to promote the initiative with a spot depicting some of the greatest Olympic moments of all time complemented with footage of people doing their best. Throughout the spot, a yellow line symbolises the threshold of achievement people set for themselves.
Timo Lumme, Managing Director of IOC Television & Marketing Services, said: “We wanted to create a campaign that would reach and engage young people – by building a correlation between “Olympic best” and everyone’s personal best. Not everyone can be an Olympic athlete, but everyone can strive to be their best at something. This campaign celebrates that effort.”
In the run-up to the London 2012 Olympic Games, a second TV spot will be drawn from among the video entries, chosen by a panel including Olympic athletes. This spot, made up of user-generated content, will be aired in the weeks before and during the Games and shown on big screens at the London 2012 Olympic venues.
The digital component, www.olympic.org/showyourbest, is the hub of the campaign, where people can watch videos from all over the world, vote on their favourites or submit their own videos. At the heart of the experience is the video montage creator that allows people to upload and incorporate their videos into some of the greatest Olympic moments of all time before sharing it with their friends.
The initiative will also allow users to enter via the Olympic Facebook channel, through the “Show Your Best” component on the IOC’s YouTube channel, and via a Youku channel in China.