Unleash the New

INTRODUCING NEW OLYMPIC SPORTS
Toyota and the IOC asked us to introduce the new sports making their debut at Tokyo 2020 in a way that captured a Gen Z audience. We developed and produced Unleash The New, a 5 part series and social campaign that spotlighted athletes from sports including skateboarding, karate, surfing and sport climbing.
FINDING A UNIFYING THEME
Our series centred on the insight that even though these athletes came from different sports, they all had a shared journey where none of them started out with dreams of being an Olympian. They tried something new, nurtured it with the help of a community and that has led them to the Olympics.
A BESPOKE CONTENT PLAN
We developed a content plan, with assets to work across owned and third party platforms. A 5 part series was launched on Olympics.com, TikTok content and IG reels were created with athletes and a Snap original series was developed for launch.
EFFECTIVE GLOBAL PRODUCTION
The series featured athletes from around the world, and our production team had to find a way to pull off shoots with complicated logistics and CV-19 restrictions. Our Global Talent Network was an essential part of our approach, producing with local talent, to mitigate uncertainty. As a result of this approach, we were also able to reduce our production carbon emissions by 41% during the project.
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