In advance of the 2004 Olympic Games, the International Olympic Committee and Meridian Management approached Saatchi & Saatchi to create a new campaign to communicate to a worldwide audience the core values and ideals of the Olympics.

The idea was to show personal interpretations from global storytellers – like Nelson Mandela, Kofi Annan, Christopher Reeve and Andrea Bocelli – of what the Olympics really stand for. By presenting these resounding yet simple ideals – the value of hope, friendship and fair play, dreams and inspiration, joy in the effort – we were able to communicate the power of what can happen when the world comes together around a common purpose.

GALEWiLL’s founder, Bob McKinnon, oversaw the development of the campaign while working at Saatchi & Saatchi. It was broadcast in over 200 countries and seen by over one billion people.

Credit: Saatchi & Saatchi