The game changers
We created ‘The Game Changers’; a communications solution Gen Z could rally around. Speaking in a visual and verbal language they would instantly relate to, we celebrated Gen Z and everything they achieved.
We started by creating a pack of 50 ‘stickers’ – specially commissioned illustrations and animations designed to reflect the ‘cut and paste’ language used by Gen Z on social media. Then we engaged YOG athletic talent to share the stickers on their platforms.
For the first time, we put influencers at the heart of the Games content strategy. Our production team worked with Gen Z influencers from the worlds of dance, music and vlogging, to capture everything from behind-the-scenes footage to interviews with athletes and sporting icons.
During the Games we built ‘The Game Changer’s Hub’ – a cross between a state-of-the-art publishing house and a creative laboratory. YOG athletes learnt how to create and edit epic videos whilst we produced daily content for YOG social channels and their OTT service, ‘The Olympic Channel’.
A new personal best
Through this content-first approach, we created a radically different look and feel that made the Games accessible to an audience who’d never before engaged with YOG.