The 2008 Beijing Olympics was the largest sports production the world has ever seen and will ever see.Now consumers want to see the other side of sport.Sport is about the super heroes, the mega teams and the power of a nation backing their athletes. But sport is also about the individual. It is about the personal stories of human beings moving their bodies.Sport is about the gold and the glory. And sport is also about trying your hardest regardless of the result.Sport is about observing the extraordinary abilities of the elite athletes. And sport is also about participating, about having a voice, joining in and wearing the team’s colours.Sport is about new technology, lightweight shoes, ‘fast pools’ and fast fabrics. And sport is also about the simplicity of the elation of victory and the anguish of defeat.Sport is about doing for the nation. And sport is about doing it for yourself.This campaign aims to inspire the audience with the extraordinary stories of the athlete’s dedication.