New Belonging

If you play, you're in

image001

Plan

We're made to think sport is for the elite but to belong in sport doesn't take being great, it means taking part.

Concept

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. 

Create

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. 

2-1
3-1
4-1
5-1

Ultra Brand Studio

32-x32-IG_V1
32-x32-in_V1