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The International Olympic Committee has tapped Deloitte Digital’s Australian and New Zealand arm to launch a new campaign marking the 100-day countdown to the Paris Games.
The video component of the global campaign, entitled ‘The First Effect’, features a number of ground-breaking moments in the history of the Olympic Games – emphasizing that ‘in sport, it’s not just about winning’, while the accompanying website looks at the wider social impact. of those significant occasions.
The co-branded campaign was designed by Deloitte Digital’s local team, including creative director Dan Wright and creative, brand and media partner Adrian Mills, with the big four signing a ten-year, top-level strategic partnership deal. with the IOC in 2022.
“Sports is usually about coming out on top; we’re going to prove that being first can have a bigger impact,” said Deloitte Digital’s Melbourne-based chief creative officer for Asia Pacific Matt Lawson, pointing to middle-distance runner Sarah Attar who, despite finishing dead last in her heat in in 2012. The London Games will forever be remembered as the first woman to represent Saudi Arabia at the Olympics.
Since then, according to the campaign’s website, women’s participation in sport has flourished in the Kingdom, increasing by almost 150 percent between 2015 and 2020. Other ground-breaking athletes include South African Natalie du Toit, who helped dramatically change attitudes towards athletes with disabilities. after becoming the first amputee swimmer to compete in the 2008 Beijing Olympics.
Along with an ongoing cross-channel media campaign ahead of Paris in July, Deloitte will continue to highlight fresh ‘firsts’ occurring throughout the Olympic and Paralympic Games, which have already been marked as the first events to feature equal numbers of male and female participants. Perhaps less ground-breaking on paper, 2024 will also see the debut of breakdancing as a sport.
“Global Olympic Partner Deloitte’s ‘The First Effect’ campaign embodies the spirit of pioneering excellence that defines the Olympic and Paralympic Games,” said Anne Aikman, Vice President of IOC Television and Marketing Services. This campaign highlights the IOC and Deloitte’s belief in the transformative power of sport.
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