To demonstrate public support for Olympic athletes, this spot sees fans of the Winter Olympics mirror athletes’ movements as they go about their everyday lives.

Director Salomon Ligthelm cleverly mixes footage from real events, including snowboarding and the bobsleigh, with surreal but absorbing scenes of fans replicating Olympians’ movements in ordinary settings, such as on an escalator or in a classroom. Running ahead of the Beijing Winter Olympics 2022, the ad helped build anticipation and highlighted the crucial role of supporters in the event.

Credits:
International Olympic Committee: Every Rise, Every Fall, Every Victory
Category: Direction
Entrant: Uncommon Creative Studio
Creative Studio: Uncommon Creative Studio
Director: Salomon Ligthelm