The Paris 2024 Olympic Games were a resounding success, not only in terms of sporting performances but also in advertising campaigns.
As always, the best advertisements for the Paris 2024 Olympic Games are those that managed to capture the Olympic spirit while remaining true to the brand's identity.
Marketing giants took advantage of the event to unveil memorable campaigns, combining creativity, emotional impact, and cultural relevance.
Through these advertisements, brands and advertisers were able to harness the magic and values of the Olympics to resonate with both their global and local audiences.
In this article, we analyse the best campaigns that stand out for their effectiveness, creativity, and ability to capitalise on the collective energy of Paris 2024.
We offer concrete insights to draw useful lessons for your own advertising strategies.
Samsung Galaxy Advertisement - Samsung x Paris 2024:
Open always wins
The "Open always wins" campaign was created for the Samsung brand by the advertising agency BBH.
The "Samsung x Paris 2024: Open always wins" advertisement features Samsung Galaxy team skateboarder Aurélien Giraud (France), Paralympic sprinter Johannes Floors (Germany), and breakdancer Sarah Bee (France), demonstrating how being open allows for extraordinary achievements.
The central message is that each failure opens the way to new possibilities and allows for pushing boundaries. The images evoke self-transcendence, with athletes who don't limit themselves to the finish line but aim for more distant and unexplored horizons.
The slogan "Open always wins" reflects this positive and inclusive vision. The advertisement ends by emphasising that Samsung is a proud sponsor of the Paris 2024 Olympic Games.
Why it's remarkable:
- Power of the universal message: The advertisement exploits a timeless theme – transforming failure into success – which resonates with a wide audience, well beyond the framework of the Olympic Games.
- Strong connection with Olympic values: The message of self-transcendence, open-mindedness, and innovation is perfectly aligned with the values of the Olympic Games, creating an authentic and relevant connection between the Samsung brand and the event.
- Impactful visual narrative: The inspiring images combined with a motivating soundtrack capture attention and reinforce the emotion of the message, leaving a lasting impression.
- Memorable slogan: "Open always wins" is a simple yet powerful slogan, easily memorable and communicating the brand's values concisely and effectively.
- Strategic alignment with Paris 2024: By associating with the Paris 2024 Olympic Games, Samsung positions itself not only as a technology player but also as a brand that values innovation, inclusivity, and perseverance.
How could this advertisement be adapted to the DOOH format?
This advertisement was also broadcast in YouTube Short formats that would be easily adaptable for a DOOH campaign:
WWF Advertisement - "Records not to be broken"
The "Records not to be broken" campaign was created by WWF and produced by the agency TRY for the Paris 2024 Olympic Games.
This initiative aims to raise public awareness about the climate emergency and biodiversity degradation by highlighting alarming environmental records, in contrast to the sporting achievements of the Olympics.
The campaign was launched on 23 July 2024 and uses a powerful film narrated by Nelson Monfort, a famous French sports journalist, to illustrate the worrying climate records of 2023.
In a context where the Olympic Games are traditionally synonymous with performances and records, WWF chose to stand out with a shocking campaign titled "Records not to be broken".
Far from the sporting euphoria, this campaign focuses on an ecological alert message, reminding us that certain records – such as those related to deforestation, CO2 emissions, or species extinction – should never be broken.
The advertisement shows scenes alternating between classic sporting celebration moments and striking images of environmental destruction. The stark contrast between the enthusiasm of spectators for sporting records and the grim realities of the climate emergency reinforces the gravity of the message.
Why it's remarkable:
- An effective subversion of Olympic codes: While the Games are centred on celebrating human achievements, WWF brilliantly turned this idea around by showing that not all records deserve to be broken. This inversion of expectations immediately captures attention.
- A relevant societal message: Amidst Olympic excitement, this campaign reminds us of the importance of not losing sight of global environmental issues. It highlights the urgency to act to protect the planet, directly resonating with current discussions around sustainable development.
- Powerful visual execution: The visual contrast between positive images of athletes and disturbing scenes of pollution and destruction creates a strong emotional effect. This narrative choice leaves a lasting impression and prompts reflection.
- Memorable impact with a simple slogan: "Records not to be broken" is both a striking and easy-to-remember slogan. It reminds us that some races – like the one against climate change – require slowing down, not breaking records.
- An anchor in popular culture with Nelson Monfort's voice: The campaign skilfully used the recognisable voice of Nelson Monfort, a historic commentator of sporting events, to anchor the message in a familiar sporting context. This choice adds a dimension of nostalgia and authenticity while reinforcing the emotional impact of the message.
How could this advertisement be adapted to the DOOH format?
WWF skilfully exploited the timing and energy of the Paris 2024 Olympics to capture public attention. For an adaptation to the DOOH (Digital Out-Of-Home) format, the focus would be on striking visuals that play on the contrast between images of athletes and those of environmental consequences. Short and impactful messages, such as "Records not to be broken", could be displayed as overlays, thus maximising impact without requiring sound, while remaining just as striking.
This shows that a simple filter on an image can give a dramatic and unsettling air to well-known streets of Paris. These elements would be particularly striking in DOOH format, especially with dynamic screens in urban areas where images of transformed Parisian streets would have a powerful impact on passers-by.
WWF adapted the campaign concept with other visuals targeted at different locations:
Source: WWF Press Release which includes a photo (image extracted from the video).
This shows that a strong campaign can be adapted into multiple formats and distributed across numerous channels.
Coca-Cola - The use of QR codes
Coca-Cola launched an ingenious campaign for the Paris 2024 Olympic and Paralympic Games, titled #FindYourPlace. It was designed by the creative advertising agency Wieden+Kennedy.
This interactive initiative allows consumers to participate in a modern treasure hunt by scanning QR codes present on the brand's products for a chance to win tickets to events.
With its "Find Your Place" campaign, Coca-Cola celebrates the inclusive spirit of the Paris 2024 Olympic Games by emphasising the diversity of human experiences around the event. More than just a spectator, each individual, whether an athlete, supporter, or volunteer, plays a role in the collective energy of the Games. The campaign underscores that everyone has a place in this great celebration, regardless of who they are or where they come from.
The advertisement video depicts intimate and festive moments captured in different neighbourhoods of Paris, reflecting the cultural and social diversity of the host city. Whether in the streets, cafes, or stadiums, the scenes show people from all walks of life united by their passion for the Games, with the Coca-Cola bottle as a symbol of connection.
Why it's remarkable:
- An inclusive and unifying approach: By insisting that everyone can find their place in the Olympic experience, Coca-Cola manages to reach a wide audience. This message resonates particularly well in the context of such a global event as the Olympic Games.
- Highlighting diversity: The campaign reflects authentic diversity, both in terms of profiles and locations. This realistic representation reinforces the relevance and reach of the message, while aligning with Coca-Cola's values of inclusion.
- A strong connection with the Olympic legacy: By anchoring the campaign in Parisian life scenes, Coca-Cola echoes the festive and community atmosphere of the Games, thus creating an emotional connection with both local and international audiences.
- An engaging and universal slogan: "Find Your Place" invites everyone to participate, whether as a spectator, supporter, or simply a lover of the Olympic atmosphere. This message perfectly aligns with Coca-Cola's inclusive and accessible brand image.
How could this advertisement be adapted to the DOOH format?
With Glooh, it's simple for a brand to create this type of interactive campaign. In just a few clicks, advertisers can:
- Choose strategic DOOH locations where the target audience is most receptive.
- Integrate a QR code on screens using the customisation tools available on the platform. Users can generate the code directly via Glooh or import it from a design created on Canva or another graphic design software.
- Create captivating visuals: Drawing inspiration from Coca-Cola's approach, the brand can play on inclusivity and social engagement, using dynamic visuals and simple, engaging slogans. Filters or visual effects, such as those integrated into Glooh or added via Canva, can enhance the emotional impact.
Once the QR code is scanned, the interaction doesn't stop there: the brand can capture data, gather real-time feedback, or offer instant special offers. This combination of physical display and digital interaction allows a campaign to resonate well beyond the screen and amplify the customer experience in an innovative way.
PR stunt with: Intersport - Humour as a secret weapon
Intersport launched an impactful communication campaign to mark its return to Paris, using both humour and an inspiring message to address the challenges Parisians might face during the 2024 Olympic Games. In collaboration with the agency Marystone, this initiative, titled "Marathon for All", aims to establish an empathetic connection with the public while reminding that sport is not reserved for an elite, but should be accessible to everyone, regardless of their level or background.
This campaign, which coincides with the recent acquisition of Go Sport by the brand, also highlights Intersport's recently opened stores, emphasising the brand's commitment to promoting sport for all.
The campaign: https://www.marystone.fr/nos-campagnes/intersport-ouverture-paris
The advertisement features a wide range of people – from children to seniors, from amateurs to seasoned athletes – training for a fictional marathon on the sidelines of the Olympic Games. The spot alternates between preparation scenes in different environments, from urban parks to popular neighbourhood alleys, emphasising the idea that everyone can participate in the effort, at their own pace.
Why it's remarkable:
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Highlighting the inclusive spirit of sport: By playing on the concept of a "marathon for all", Intersport conveys the idea that sport is above all a matter of passion and will, regardless of individual abilities or performances. This universal message resonates particularly well during the Olympic Games, an event centred on inclusivity and unity.
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Accessible and authentic storytelling: The campaign focuses on everyday characters, which reinforces the authenticity of the message. The scenes show ordinary people finding pleasure in sports preparation, thus creating a direct connection with the audience.
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Intelligent strategic repositioning: Following the acquisition of Go Sport, this campaign marks a new era for Intersport, which highlights its role as an accessible partner for all types of athletes, making the sports experience even more inclusive.
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A local touch close to communities: By situating the action in typical Parisian neighbourhoods, the campaign anchors its message in a local context, while fitting into the global momentum of the Olympic Games.
How could this advertisement be adapted to the DOOH format with a QR code?
This campaign is ideally suited for an interactive DOOH adaptation, particularly by incorporating a QR code. A brand wishing to launch a similar campaign could use the QR code to:
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Invite passers-by to join the "marathon for all" virtually, by offering training tips adapted to all levels.
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Redirect to an interactive map allowing users to find the best running routes or nearby Intersport stores.
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Offer accessible sporting challenges to be carried out in the city, with the possibility of winning rewards or discounts.
With Glooh, setting up such a campaign is simple and flexible. Advertisers can choose screens in strategic urban areas where the public is most likely to engage in a community initiative like Intersport's. For visual creation, a QR code integrated into inspiring visuals – accessible directly via Glooh templates or by importing creations from Canva – allows for transforming initial interest into immediate action.
By placing these visuals in locations where passers-by are likely to feel concerned (such as near parks, gyms, or shopping centres), a brand can reinforce the community effect and invite active participation. In this way, the campaign doesn't just raise awareness, but it creates real interaction, pushing spectators to get involved in the collective effort.
"Paris, Here We Come!" Campaign - LVMH unveils "The Rooftops"
For the Paris 2024 Olympic Games, LVMH launched a prestigious campaign titled "Paris, Here We Come!", orchestrated by the agency HAVAS PLAY. As a premium partner of the Games, LVMH highlights the alliance between Parisian elegance, the know-how of its iconic houses, and the competitive spirit of athletes. The campaign celebrates Paris's role as the world capital of luxury and culture, while emphasising the Games' ability to unite around universal values.
The advertisement film features athletes training in iconic Parisian locations such as Place Vendôme, the Champs-Élysées, and the banks of the Seine. In parallel, these scenes are interspersed with haute couture moments where LVMH houses, like Louis Vuitton, Dior, and Givenchy, dress the athletes in a way that symbolises the union between art, fashion, and sport.
Why it's remarkable:
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A celebration of French excellence: LVMH succeeds in capturing the essence of the City of Light while combining it with the energy of the Olympic Games. Luxury and sporting performance meet to offer a refined and ambitious vision of Paris 2024.
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Iconic images anchored in Parisian heritage: By using mythical Parisian locations as a backdrop, the campaign reinforces the image of the city as the world capital of luxury. This creates a strong emotional attachment for those who identify with Paris as an emblem of style and culture.
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An inspiring and universal message: The slogan "Paris, Here We Come!" evokes both sporting competition and cultural celebration. It speaks to all those who seek to shine on the international stage, whether they are athletes, creators, or simply enthusiasts.
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Strategic and coherent positioning: By associating with a global event like the Olympics, LVMH reaffirms its role as an ambassador of French prestige and know-how, while reinforcing the aura of its brands on the international stage.
How to adapt a DOOH campaign inspired by "Paris, Here We Come!" with a QR code on Glooh?
The "Paris, Here We Come!" campaign by LVMH shows how a brand can celebrate the spirit of a city while strengthening its connection to it. On Glooh, you can easily draw inspiration from this approach to create an impactful DOOH campaign.
Here's how to proceed:
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Highlight local symbols: Choose visuals that capture the essence of the city in relation to your brand. Iconic locations, urban scenes, or moments of life can be integrated to create a strong emotional connection.
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Add a QR code for an enriched experience: On Glooh, you can easily add a QR code to your visuals. This code can redirect to exclusive content, such as an interactive map, a virtual tour, or local offers specific to your campaign.
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Choose strategic screens: Use the Glooh platform to target key areas of the city where your visuals will have the most impact, reinforcing attachment to the city and your brand.
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Create or import your designs: Glooh allows you to create your visuals directly with integrated templates or import your designs from Canva or other graphic design tools. Simply add an urban filter or visual effect to capture the city's ambiance.
With Glooh, it's simple to celebrate a city's identity while engaging your audience through interactive and local campaigns. You just need to choose the right visual, timing, and screen to make your message shine.
Conclusion
The advertising campaigns for the Paris 2024 Olympic Games have demonstrated remarkable creativity and a deep understanding of the Olympic spirit.
From Samsung to Coca-Cola, through WWF, Intersport, and LVMH, each brand has managed to capitalise on the event to create impactful and memorable messages.
Several key trends emerge from these campaigns:
- Inclusivity and diversity: The advertisements showcase people from all walks of life, reflecting the universal spirit of the Games.
- Emotional engagement: Whether through inspiration, humour, or awareness-raising, the campaigns aim to touch the heart of the public.
- Interactivity: The use of QR codes and digital experiences extends engagement beyond the initial display.
- Local anchoring: Many campaigns celebrate Paris, creating a strong link between the brand, the event, and the host city.
- Social responsibility: Some brands have taken advantage of the Olympic platform to address important societal issues.
Even though the games only have room for 3 winners on the podium of each discipline, this competition is a meeting place and expression of many talents.
The same goes for our selection of the best advertisements for the Paris Olympic Games (2024).
These campaigns are made possible by visionary brands and advertising agencies that have delivered exceptional work.
Our selection highlights the creations of agencies such as BBH, Wieden+Kennedy, Marystone, HAVAS PLAY, and others.
But we congratulate all the agencies and creatives who participated in the high-level games that consist of capturing consumers' attention.
Ultimately, the best advertisements for the Paris 2024 Olympics are those that have managed to find a balance between celebrating the event, expressing brand values, and creating a strong emotional connection with the public.
By drawing inspiration from these examples and using tools like Glooh, advertisers can create campaigns that resonate well beyond the Games period.
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