Olympics 2024: Ogilvy Paris Creating Impact through Creative Campaigns

Ogilvy Paris

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Levallois-Perret, Francia

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Ogilvy Paris creates impact through innovative brand marketing that resonates for both the brand, its audience and the spirit of a cultural phenomenon - the 2024 Paris Olympics. We've rounded up the agency's innovative campaign work around the international event of the year.

DECATHLON AND OGILVY PARIS

Ogilvy Paris developed the strategic platform and activations linked to the partnership between Decathlon and Paris 2024 Olympic Games.

Decathlon is promoting its partnership with Paris 2024 not only as an official partner of the event's volunteers, but also via several other communication pillars, such as, the promotion of its athletes' team and, more broadly, its brand image. Ogilvy Paris is responsible for orchestrating the communication of these different activations through an integrated approach, including digital, TV, influence, social media, Experience, and consulting.

Ogilvy Paris, Tested and approved by athletes, film for Decathlon.

The first activation took place March 2024 in France at the volunteer’s convention in La Defense Arena at the volunteers' convention. We created a film unveiling a key symbol of the Games: the uniform that will be worn by the 45,000 volunteers. The film "Tested and approved by athletes" shows that as a designer and distributor of sports products, Decathlon's priority is product excellence. The volunteer outfits have been imagined and designed as if they had been made for the Olympic athletes.

Ogilvy Paris, Sport is a game, film for Decathlon.

Official partner of Paris 2024, Decathlon, reaffirms its commitment to getting humanity moving through the magic of sport. While the usual discourse of the Olympic and Paralympic Games focuses on performance, surpassing oneself and sacrifice, Decathlon reminds us that at the origin of sport, there is that innate and universal human instinct for play. It's through the pleasure we take in playing a sport that we progress and reach the highest summits. The film opens with an obvious observation: "Why should we play tennis... and not judo?" accompanied by the notes of Juliette Armanet, a native of the Lille region, birthplace of the brand. An ode to the game, but also an ode to the Games... since the film reminds us of what has been right in front of us all along, and that it's perhaps no coincidence that they're called the Olympic Games.

For further interest, a 52-minute documentary featuring the Decathlon Team athletes lives on social.

COCA-COLA OLYMPICS ACTIVITY WITH WPP Open X & OGILVY PARIS 

Find Your Seat activation for Coca Cola.  

With less than 200 days to go before the start of the Paris 2024 Olympic Games, Coca Cola unveiled its Find your seat activation by WPP Open X. By literally taking the seats out of the stadiums and installing them all over France and online, Coca-Cola offered thousands of French people the opportunity to attend the Paris 2024 Olympic and Paralympic Games.

Ogilvy Paris Arrival of the Flame on French territory for Coca Cola.
Just 12 days before the arrival of the Flame on French territory on May 8th in Marseille, Coca-Cola in France selected 1,500 torchbearers, inspiring women and men with unique background stories that embody this Olympic spirit, to be the heroes of a guérilla marketing campaign orchestrated by the WPP Open X team, Ogilvy Paris PR & Influence. In partnership with leading French sports magazine L'Équipe, 14 of these everyday heroes, all from very different backgrounds, share one essential thing: their courage, their perseverance and their passion. Their stories are a powerful reminder of what we can accomplish when we join forces. Meet the Coca-Cola porters on the front page of L'Équipe.

ALLIANZ AND OGILVY PARIS

Ogilvy Paris, The Other Side of the Medal, for Allianz.
While the glory days of sportsmen and women are well known, the insults and harassment they suffer during their careers are less so. Nor do we always suspect that our own entourage (family, friends, colleagues...) have faced this type of situation. The anti-cyberbullying campaign, "Le revers de la médaille" (The Other Side of the Medal), created by Ogilvy Paris, aims to drive impact thanks to the testimonials shared by 8 Team Allianz athletes, who disclose the most telling insults on social they or their peers have had to endure.

Their testimonials of the harassments, verbatim, were engraved on the backs of their medals and displayed at a free exhibition in France on International Safer Internet Day, staged to highlight the contrast between the prestige of these trophies and the denigration that athletes can face on social media.

Ogilvy Paris, Everyone needs somebody to lean on, campaign for Allianz.
In support of the Allianz Group's partnership with the International Olympic and Paralympic Committees and Allianz France's “Team Allianz”, a tightly knit team of 8 athletes, puts the focus on the relationship of trust between the athlete and his or her coach, and, by analogy, between policyholders and their Allianz France insurer. It recalls Allianz's raison d'être: "We secure your future".

The Everyone needs somebody to lean on campaign emphasizes the relationship of trust between an athlete and his or her coach. This unique relationship is revealed through the daily life of a coach and an athlete from the moment they wake up to the moment they train, all filmed in the style of a documentary.