If you play, you're in
We're made to think sport is for the elite but to belong in sport doesn't take being great, it means taking part.
We developed the concept of New Belonging - the notion that no matter who you are or what you do, sport belongs to all of us.
We put Paralympic Athlete Bebe Vio at the heart of the concept to juxtapose the old world of sport with the new. We told her story of unifying the two Olympics competitions as a symbol of sport's impact and unifying force.