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Publication: Co.CREATE

Competing in the Olympic Games has a way of inspiring athletes to perform at the peak of their powers. Simply watching from home, though, tends to inspire people of mere mortal ability to be at their physical best too. It’s a phenomenon the International Olympic Committee is counting on, and has been actively courting in the lead-up to Summer 2012. As the starting line nears, we’re about to see the results.

Earlier this year the IOC rolled out its campaign internationally. This initiative encouraged people from around the world to film their personal best efforts at any physical activity within reason, and upload it onto the campaign website for a chance to win a trip to the Olympics. Now, Seattle-based agency Cole & Weber United has integrated some of those home videos into a new ad, and they’ve done so with visually stunning new technology.

Red the rest of the article and watch the spot here

Attachment Co.CREATE - IOC spot-1.pdf