Bombardier
2010 Vancouver Olympic Torch Marketing
"The Evolution of Engineering" Marketing campaign in English and French.
Challenge
The 2010 Olympic Torch - one of the most iconic images in the history of international sports - was designed and manufactured by Bombardier, and a bridge marketing campaign was requested to promote the design.
The 2010 Olympic Torch - one of the most iconic images in the history of international sports - was designed and manufactured by Bombardier, and a bridge marketing campaign was requested to promote the design.
Creative Insight
Bombardier engineers and industrial designers spent more than two years designing and testing the Olympic Torch with a fuel blend of propane and isobutane that allowed the torch to burn in colder temperatures than any other torch in Olympic history. Prototypes of the torch were tested in aerospace weather simulation chamber with final assembly completed by hand in Montreal, Quebec. The unprecedented level of engineering and craftmanship utilized in the torch's construction inspired the idea of creating a bridge between the Torch design and Bombardier's LearJet manufacturing arm.
Execution
The decision was made to create a simple correlation between the superior craftmanship of the Bombardier aerospace engineers and the industrial designers who created the Olympic torch. By visually illustrating the engineering process behind the torch, the message was easily transferred to the line of aircraft made by the company, thereby providing a sense of involvement for the customers and creating a sense of belonging in the torch's history.
Why It Works
This campaign successfully blends the millenia-old tradition of the Olympics with the cutting edge technology of the Lear Jet, casting the torch as at once iconically timeless and forward-facing. This concept of tradition and timelessness wrapped in today's most exciting technical advancements transfer to Bombardier itself, which is, by implication, seen as both inherently stable and established, while at the same time operating on the bleeding edge of aerospace technology.