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The Olympics; Reworked

14th August 2012

So the 2012 Olympic Games are now over, and if I’m being honest, a few months back I never thought I would feel even the slightest bit lost without the daily hype surrounding the athletes and their sporting achievements, and which country is in the lead with gold medals. But incredibly, I am now.

Thankfully just around the corner is possibly an even more exciting sporting phenomenon. Make way people for the Paralympics, or ‘The Superhumans’ as Channel 4, the official broadcaster of the 2012 Paralympic Games, have so ambitiously put it. I can’t help but feel completely captivated each time I see their huge marketing campaign surrounding some of the members of the Paralympian Team GB. A tiny glimpse into some of their personal stories coupled together with their level of endurance and determination and I’m hooked. Every time I see the trailer I think “I really want to go and see that film” and then realise that this is something very real about to take place practically on my doorstep. And to top that, one that has been promised to be the biggest and most popular Games in Paralympic history.

Reworking the Olympics strapline, and to quote the words of one message hung on the memory tree in the specially designed Games terminal at Heathrow Airport: be ‘inspired by a generation’. Admirable.

Campaign Credit: 4Creative

 

Campaign Credit: McCann Worldgroup  /  Illustration Credit: HelloVon

 

 

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