The International Olympic Committe (IOC) has unveiled the latest stage of its campaign in support of the Refugee Olympic Team at the Cannes Lions Festival.
Developed by creative agency Gravity Road, this second burst of activity will be spearheaded by a series of global digital and outdoor executions alongside a TikTok video campaign in the UK and US.
Syrian refugee Olympian Yusra Mardini appeared on stage at Cannes yesterday, recalling her escape from the civil war before the campaign’s second phase was launched.
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“The message of this team is more important than ever. Refugees are normal people with dreams and ambitions. Refugees embody the Olympic spirit,” Mardini said.
“Each athlete on the Refugee Olympic Team has overcome incredible odds to get to Paris. They represent the more than 100 million displaced people in the world. They are ‘1 in 100 million’.”
This latest phase follows on from the launch of ‘1 in 100 milion’, an animated spot that celebrates the Refugee team’s 36 athletes and raises awareness of the more than 100 million people currently displaced worldwide.
