Created as part of the International Olympic Committee’s Stronger Together campaign, which began at the Tokyo 2020 Olympic Games, this spot ran in January 2022 in the run up to the Beijing 2022 Winter Olympics. The film spotlights the relationship between Olympians and their supporters around the world.
The film weaves in clips from various Winter Olympic events – from snowboarding to bobsledding – and shows fans copying the Olympians’ actions in different everyday environments, from a set of escalators to a classroom.
As the film continues, so does the replication of the Olympians’ movements, leading up to a fall mid-event. Felt by all, it causes a stillness that is followed by the rise and continuation of the athlete’s event, later concluded with clips of various victories – all of which aim to highlight the power of solidarity the Winter Olympics embodies. The ad has also won a craft award for directing in this year’s Annual Awards.
International Olympic Committee: Every Rise, Every Fall, Every Victory
Entrant: Uncommon Creative Studio
Creative Studio: Uncommon Creative Studio
Director: Salomon Ligthelm