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The brief
Working with our agency partner Essence and the IOC, together they issued a brief which required a fan-first engagement video that would span across social media to promote the Tokyo Olympics 2020.
The solution
A video and campaign was created that would showcase the fantastic experience on offer in the FanZone and really sell the USPs to younger audiences. The campaign focused on ‘lean forward’ environments where young people go to consume content that brings them close to the action .One very specific client ask was that this was specifically about the FanZone for Tokyo 2020 applying the two strategic pillars: Authenticity and Customisation.
The results
Preen and Essence Global won ‘Best Integrated Campaign’ at The Drum Awards for Social Media in 2021, with its ‘For the fans’ campaign to boost GenZ engagement at the Tokyo 2020 FanZone for the International Olympic Committee.
