Let the games begin, design enthusiasts!??

This summer is all about sports, and now it's the Olympics' turn to be back in full force. Tomorrow, July 26, marks the opening ceremony of the Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024 .

Just like other major events that unite people, the Olympics have, over time, transcended the realm of sports, becoming a powerful opportunity for brands. The period before, during, and after the Olympics represents a valuable space for brands to increase their visibility, build long-term relationships with existing clients, and reach potential consumers.

That's why, this year, brands have employed innovative approaches to harness the immense reach of the Olympic Games, ranging from official sponsorships and creative ambush marketing strategies to live activations and engaging social media campaigns.

Ready, set, design! We’re starting!???

1. WHAT'S UP!

??Medal podiums for Olympic and Paralympic Games

宝洁 and the Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024 have revealed the medal podiums for this year's Olympic and Paralympic Games.

The podiums draw inspiration from the Eiffel Tower, reflected in their lines and curves. Two colours were chosen for the podiums: grey for the surfaces, referencing the zinc roofs of Paris, and off-white to keep the focus fully on the athletes and Para-athletes.

In line with Paris 2024’s commitment to hosting more sustainable Games that embrace the circular economy, the podiums are made in France from 100 percent recycled plastic and include a wooden structure made of sustainably sourced French poplar.

P&G has been a Worldwide Olympic Partner since 2010, seeing this collaboration as a unique opportunity to reaffirm its commitment to supporting people in meeting their everyday needs and helping them achieve their personal best.

?? Hugging cans

可口可乐公司 has unveiled its exclusive can designs for the Paris 2024 Olympics, available only in France. This collaboration with French artists Laura Normand , Aurélia Durand , and Bruno Mangyoku features each can be illustrated with half an embrace.

When two cans are placed together, they form a complete image of two people hugging. This packaging design highlights the "Real Magic" of human connection and inclusivity as part of Coca-Cola's new international campaign, "It’s Magic When the World Gets Together."

Coca-Cola's emotive and recognizable brand storytelling builds a strong emotional connection with consumers. The packaging design perfectly aligns with the spirit of the Olympic and Paralympic Games, serving as a reminder that despite our cultural, linguistic, or geographical differences, we can all come together around moments of joy and sharing.

2. HOT & TRENDY

?? Corona’s Olympic debut: For every golden moment

Since the pandemic, there's been a growing focus on mental and physical health. Gen Z, in particular, is reducing alcohol intake to enhance emotional wellbeing and mindfulness. According to a recent 英敏特 report, nearly half of Gen Zers prefer low- and no-alcohol beverages.

Via its non-alcoholic variant, Corona Cero, Corona has become the first beer brand to achieve official Olympic partner status. By partnering with the Paris 2024 Olympics, the beer brand is not only building awareness for its new product but also broadening its audience at an ideal time, aligning with current health and wellness trends. Furthermore, this strategic move helps the brand adapt its positioning to appeal to younger generations, who are soon to become the primary consumer segment.

??Paris JTM

It's not just official partners that can benefit from Olympic excitement. Any well-timed campaigns that use emotive and recognizable brand storytelling can engage a global audience and capitalize on the Olympic buzz.

耐克 and JACQUEMUS unveiled their third capsule collection on July 10. This launch features ten lifestyle pieces, from tracksuits to sports bras, and a reinterpreted version of Nike's iconic Air Max 1, mostly in red, white, blue, and silver, paying homage to France. The launch is accompanied by a short film titled "Paris JTM," featuring 39 athletes and celebrities, including tennis legend Serena Williams and actress Juliette Binoche.

Strategically launched ahead of the Paris 2024 Olympics and Paralympics, and focusing on the sporting spirit currently influencing Paris, the campaign leverages Olympic popularity to reach broader markets and significantly boost both brands.

??Jacquemus Olympics

JACQUEMUS once again surprises his audience and generates significant media buzz with his latest "Jacquemus Olympics" campaign. From Jacquemus bags performing athletics to sleep contests in a peaceful meadow, the brand reflects its unique take on the Olympics. Each video has a funny twist that makes the audience smile. A campaign that is relatable, funny, and that nods to current events. Jacquemus exemplifies how a brand can leverage an event, even if it doesn’t fully align with its core positioning, to generate significant buzz and captivate public attention.

3.UNLEASH THE FUTURE

?? AI-limpic innovations at Paris 2024

The Olympic Games always provide a major opportunity to showcase new technologies on a global stage. At Paris 2024, Official AI Platform Partner, Intel will introduce AI experiences aimed at transforming the Olympic experience for fans, organizers, athletes, and viewers across the globe.

For example, they have developed a immersive AI experience for fans in Paris, allowing visitors to embark on a journey to become an Olympic athlete. Additionally, with the Intel? Geti? platform, broadcasters can deliver customized digital content faster than ever, creating tailored highlights across multiple disciplines and distributing them instantly to fans. ?

The AI experiences introduced by Intel at Paris 2024 will not only enhance the Olympic experience for all participants but also showcase the transformative potential of AI technology. These advancements are likely to influence the future role of AI in sports and other industries for years to come.

?? The EDF Pavilion

During the Paris 2024 Olympics and Paralympics, the Pavillon Gabriel on the Champs-Elysées is transformed by EDF into an interactive and immersive space, accessible to all.? ?

This 1000m2 space offers visitors a variety of engaging experiences, such as a virtual reality canoe-kayak simulator, an interactive 50m swimming race simulator, and a VR para-athletics track. The EDF Pavilion serves as an informative and inclusive space, allowing the public to discover and interact with the sports featured in the Olympic and Paralympic Games.?

As a premium partner of the Paris 2024 Olympic and Paralympic Games, the pavilion serves as a demonstration of EDF Group's commitment to improving society through renewable energy and highlights its support for athletes. By involving the public in interactive experiences, EDF reaches as many people as possible, making them aware of their initiatives and demonstrating their role in hosting eco-responsible games in a fun and engaging way.

4. CHANGEMAKERS

???? Paris 2024: more inclusive and versatile

The logo of the Olympic Games generally combines a core message reflecting the theme of the year with a visual cue that connects to the host country. For the first time, the Olympic and Paralympic Games will share the same logo, emphasizing inclusivity and versatility.

The logo combines three separate symbols: the gold medal, the flame, and Marianne. Each symbol reflects a part of our identity and values. The gold medal symbolizes achievement. The Olympic flame represents the energy and passion that drive the event. Marianne embodies the values of the French Republic—humanism, fraternity, generosity, and sharing—which align with the spirit of the Olympics and Paralympics.

?? Women are the future of sports

Just before the 2024 Paris Olympics, 耐克 gathered world-class athletes such as Serena Williams, Sha'Carri Richardson, and Jordan Chiles at Palais Brongniart in Paris to celebrate fashion and innovation.

Nike emphasized that serving athletes means providing comprehensive support beyond just products. At the Paris Olympics, Nike will support hundreds of athletes, ensuring no compromise between comfort and style. They announced that the 2024 Olympic apparel collection is the brand's most data-driven and visually unified effort, with each kit crafted to reflect the unique identities and communities of the represented countries and sports.

By analyzing data specific to each athlete, Nike tailors their experience, reinforcing their community and showcasing their commitment through innovation. This way, Nike once again highlighted its commitment to supporting female athletes, driving change, and underscoring their significance in sports.

5. BEYOND BOUNDARIES

?? Firsts are for everyone

As an official partner of the Paris 2024 Olympics, 德勤 's "The First Effect" campaign celebrates history-makers: athletes who push boundaries and inspire future generations.

The campaign tracks the impact of firsts at the Olympic and Paralympic Games, featuring five trailblazing athletes such as Nicola Adams, the first female Olympic boxing champion. It also highlights historic milestones like the first-ever Opening Ceremony outside a stadium, happening today at Paris 2024. The brand underscores the transformative power of global events like the Olympics, showcasing how these moments can inspire and shape the world.

?? The winning shots of 2024

A last inspiration before the Olympics. Since 2019, the World Sports Photography Awards have celebrated excellence in sports photography. The winning shots of 2024 have been announced, categorized into 24 categories, each dedicated to a specific sport.

P.S. This year, over 9000 photographs were submitted by more than 1400 professional sports photographers from 80 countries.

BONUS :)

On Friday, July 19, Microsoft experienced a major IT outage, causing screens around the world to turn blue. In response, Décathlon Canada displayed several blue billboards across the city, referencing the Blue Screen of Death (BSOD) error with the message, "Outage? Get outside. Enjoy 50% off on our outdoor goods," and included a QR code leading to their website. By being proactive and using simplicity and humor, Decathlon effectively capitalized on the event to increase visibility and boost sales.

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