OLYMPICS – ALL THE SHINE

BACKGROUND: TV Globo broadcasts the Olympics since 1972. Research indicated that the Tokyo 2021 Olympics brought a new audience to our Olympic Games broadcast. With Brazil's remarkable performance in Japan, a fresh audience emerged, spanning recent generations. Our challenge was to connect this new Olympic viewer to the existing fan base.

THE CONCEPT: Olympics are human journeys in motion, and the Olympic Games have been bringing out the best in humanity for generations. Beyond medals and records, the Games offer other spectacles that capture our hearts. Beautiful journeys. Emotion-filled stories. The beauty of trying, believing, risking. The idea that NOT EVERY SHINE COMES FROM GOLD. In a post-pandemic society where everyone faces internal battles, nothing could be more timely.

THE PIECE: We crafted a piece rooted in the Olympic anthology, connecting eras through the beautifully dynamic movements. But with a priority of meaning. Fragments from the 2021 Games blend with those from 1912. Evoking moments, scenes, heroes. In a broad spectrum of current and old emotional memories. Each match cut was meticulously designed to weld past and present into a rich emotional cartography. So that visual beauty remained inseparable from emotion. And a story spanning over 100 years seemed as fresh as ever.

THE TRACK: "Eye of the Tiger" was immortalized by a film of persistence and overcoming, intrinsic values to sports. It's a track synergistic with the struggle of any athlete, an anthem of redemption. Over decades, this music – a cultural phenomenon - made Rocky Balboa's training more memorable than the final fight itself. Bringing it in a female voice, with beautifully reimagined dramatics in a trailer version, evokes feelings of inner struggle, resilience, and perseverance. This connects generations, perfectly encapsulating the concept that not all brilliance comes from gold. We've chosen the version composed by the talented music producer Tommee Profitt with the beautiful voice of Canadian singer FJØRA. SO FAR, SO GREAT.
In less than 1 week, the piece reached over 660,000 views on social media. And in the open TV broadcast, it reached over 40 million viewers.