The objective of the promotional campaign is to communicate the key Olympic values of Excellence, Friendship and Respect to a global youth audience. “The Best of Us” is a simple, powerful idea that transcends cultures and borders, motivating young people around the world to participate in sport by proving that sport can bring out their best.
The campaign was developed by the Voluntarily United Group of Creative Agencies (United), part of the WPP Group. The creative development was led by Cole & Weber, based in Seattle, USA. The animated commercial was directed by the young French directing duo, FX & Mat, of Nexus Productions.
The IOC is working with United on a multi-dimensional campaign approach consisting of TV, online, print and PR activities. The campaign will be rolled out in a phased approach in 2009 and beyond.