olympics 2024
Paralympics brand advertising that struck gold
Growing interest and viewership of the Paralympics opens the potential for sponsors to reach a valuable global audience.
.jpg&h=268&w=401&q=100&v=20170226&c=1)
GCash puts disability front and centre in Paralympics campaign
GCash’s campaign with Filipino Paralympic icon Adeline Dumapong confronts the uncomfortable truth that disability inclusion in advertising must be constant, not seasonal.
Nike follows up on 'Winning isn’t for everyone' for the Paralympics
The spot, narrated by fencer Bebe Vio, posits that getting the Olympics isn’t the end goal—winning is.
The changing face of ageing in Asia
As the Olympics showcase the extraordinary feats of ageing athletes, Space Doctors' Maya Madhusoodan urges brands to connect with this dynamic demographic by creating narratives that celebrate their contributions and dreams.
.jpg&h=268&w=401&q=100&v=20170226&c=1)
‘A golden opportunity’: 11 marketers reveal how brands can keep their Olympic marketing on track
With a litany of channels at their disposal, brands owe it to themselves to leverage the global attention that comes with the Olympics and tap into its increasingly diverse audience.
.png&h=268&w=401&q=100&v=20170226&c=1)
'Games Wide Open': How brands are turning Paris into one giant Olympic ad
It's not just about sponsoring athletes anymore. With innovative campaigns and a focus on social impact, brands are tapping into the cultural zeitgeist of the Games to connect with a global audience.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins