Together We Change The World
Advertising Campaign for the International Olympic Committee (2017)
This was a global VML project, spearheaded by VML NYC. I was selected as the creative to lead the Latin America localization and earned media efforts. I provided and presented the translation directly to the International Olympic Committee and directed Spaniard actress Paz Vega who provided the voice talent for the narration. The campaign featured a reworked version of «The Fire» by The Roots, Lenny Kravitz and other international talent; this reworked track was produced by Questlove.
CREDITS:
AGENCY VML: Debbi Vandeven, Global Chief Creative Officer. Mike Wente, Executive Creative Director. John Godsey, Executive Creative Director.
PRODUCTION PRETTYBIRD: Max Malkin, Director. Max Malkin, Photography.
Campaign Hub
General public could head to the online campaign hub to watch all the videos and share personalized messages encouraging Olympic peace weeks before the games started.
Olympic Truce Doves
Each day leading up to the start of the Olympic Games a new dove image was released that could be added as social media profile pictures.
Press Releases
On the week previous to the game's inauguration, press releases were sent to diverse traditional and digital media, encouraging them to talk about the campaign and the talent supporting it.
