adidas UK - Team GB Olympics

The Tokyo Olympic Games were an experience like no other. With Covid-19 restrictions impacting athlete preparation and no fans in attendance, we had a role to play as a brand in championing our individual contracted athletes and the Team GB partnership. Utilising pre-shot imagery, video and audio, we created bespoke pre-competition cuts for athletes, which were published across adidasUK and adidasLondon. We wanted to hype up our athletes but also bring awareness to their schedule by publishing this pre-competition (and pre-games time for the supercut). During the games we reacted to all of our medalists across social, landing our association and driving sports credibility for the brand, with athlete's such as Tom Daley, Jonny Brownlee, Laura Kenny and Max Whitlock all writing headlines. Additionally, we also ran a mini series focusing on the unique talents and super powers of 3 athlete's - Max Whitlock, Shauna Coxsey and Caroline Dubois, collaborating with entertainment David Vujanic and Henrie. However the piece of work I'm most proud of the team for landing was the post games supercut film which illustrated the highs and lows of all of our contracted athlete's and their individual stories from the games. It was narrated by spoken word artist, Jamala Osman and created under intense time pressures in challenging circumstances. It generated over 5000,000 views across Twitter and Instagram, proving that there is still a role for organic social media in todays landscape - take a look below, hope you love it!

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