Scaling the magic of the human hug at Ogilvy. 

Activation Creative
Social Creative
Delivery Toolkit
Copy
Art Direction
OOH

The global platform was already set: ‘It’s magic when the world comes together.’ But translating a massive, traditional brand idea into the fragmented reality of global social feeds is where the soul usually gets lost. We were brought in to find the middle ground between high-gloss assets and the grit of real-time culture.

The brief? Take a fixed Olympic brand platform and build a comprehensive creative toolkit for global social, paid media and creator partnerships.

THE WORK

We introduced 'TFW' (That Feeling When) as the connective tissue between the campaign’s core imagery and social-first language. It gave the brand a way to participate in the Olympic conversation that maintained its lived magic feeling and encouraged sharing and engagement.

The work bridged the gap between hero assets and the rapid tempo of a live global event. Creative direction for global asset toolkits, social playbooks, Olympian partnership content, Parisian OOH, on-the-ground activation creative

THE RESULTS

The framework provided a unified visual language for dozens of international markets while operating at the speed of the Games. Direct channels saw a cohesive aesthetic that transitioned from static OOH to real-time creator content without loss of feeling or recognition. The campaign's craft was recognised at the highest level, securing a D&AD Pencil for Art Direction in 2025.