• Situation: According to WHO, more than 80% of teenagers around the world do not reach recommended minimum level of 1 hour of daily physical activity. Another study concludes that 1 in 4 adults does not reach the recommended levels of physical activity (30 minutes a day), this means a 20%-30% risk of death compared to people who do engage in physical activity. (https://tinyurl.com/2ocybrmh)

• Brief: How do we engage with the world to move?

• Objectives:

- Celebrate Olympic Day, generate awareness around Olympic Day.

- Mobilize action among a large part of the world's population so that they practice physical exercise for at least 30 minutes.

- Involve stakeholders to ensure maximum global impact and obtain worldwide athletes’ commitment.

• Budget: 400K€

• Project scale:

- 100 SM Content published

- 60”, 20” and 20” films – 12 languages

- 9 x campaign posters / 11 athletes posters

• Target audience (consumer demographic / individuals / organizations):

- Worldwide Olympics Social Media Followers with special focus on young people.

- National Olympic Committees

- National Sports Federations

- Stakeholders

This was a global campaign activated from New York to Mombasa, from projections on the biggest buildings in the world to t-shirts distributed in small schools in central Asia, so the first challenge was to design an identity that respected the Olympic look and feel, but distinctive enough to perform on its own. That’s why we chose the Olympics official display typography (Olympic Headline) but used in a completely different way than ever before in the brand.

With multiple design touchpoints, static and dynamic, we had to transmit the idea of movement throughout all the assets, but keeping them simple enough so every market could adapt them to their necessities.

For the dynamic assets, we used movement libraries for the tracking of the letters, and investigated the best way to portray the words “Lets Move” so they resembled an human body, without compromising readability.

• Value added to brand:

- Impressions: 155M

- Video Views: 99.9M

• Value for consumer

- 15M people actively participated in the campaign.

• Reach/cultural impact:

- 142M

- (274K in paid media)

• Brand perception

• Sales – nonprofit organization

• Achievement against brief

- 105 M of Social media Engagement

- 160 Olympic comities.

• Other KPIs:

100 athletes participated