WPP at the Paris 2024 Olympic and Paralympic Games

With the echoes of the Paris 2024 Olympic Games still reverberating around the world, attention now turns to the Paralympic Games, where the spirit of human achievement will once again take centre stage. WPP agencies played a pivotal role in helping brands maximise their presence during the Olympics, which saw record-breaking viewership across the globe, according to insights from WPP's GroupM.

The Paris 2024 Olympics proved to be a resounding success, shattering viewership records and demonstrating the enduring power of sports to captivate audiences worldwide. GroupM reports that NBCUniversal achieved an average daily Total Audience Delivery of 30.6 million viewers in the US, with streaming and digital platforms playing a crucial role. In Europe, Warner Bros. Discovery reported over 215 million viewers tuned in across their platforms, highlighting the global reach of the Games.

As the Paralympic Games commence, WPP agencies are poised to leverage the insights and momentum gained during the Olympics to deliver impactful campaigns for our clients. From purpose-driven messaging to entertainment and cutting-edge technology, WPP is committed to helping brands harness the unique platform of the Paralympic Games to drive meaningful change and leave a lasting legacy.

Here’s a closer look at how some of WPP’s agencies and clients are already setting the stage for an Olympic and Paralympic year unlike any other:

VML: Czech Paralympic Team’s The Same, But Different

To challenge fans to see beyond disabilities, the Czech Paralympic Team worked with VML to launch The Same, But Different ahead of the Olympic and Paralympic Games, elevating the Paralympic movement.

The campaign shines a light on the shared dedication, athleticism and competitive spirit found in both Paralympic and non-disabled sports, while acknowledging the unique challenges faced by Paralympians.

Ten leading Czech Paralympians take centre stage, sharing their inspiring stories through impactful TV spots, digital and out-of-home visuals, and a special Paralympic tram that has been turning heads on the streets of Prague since Spring. By highlighting the athletes' unwavering commitment and emphasising the similarities and differences in their sporting experiences, the campaign fosters a deeper understanding and appreciation for Paralympic sport.

The Same, But Different is a testament to the power of sport to unite and inspire, regardless of ability. 

T&Pm: Toyota’s Impossible vs. Impossible

T&Pm created the campaign for Toyota GB’s broadcast sponsorship of the Paris 2024 Paralympic Games starring ParalympicsGB athletes Jonnie Peacock, Kadeena Cox, Laurie Williams and Robyn Love.

Paralympians are some of the greatest athletes on the planet but, away from their sport, they face the same challenges as anyone else.

Impossible vs. Impossible was born out of extensive research conducted within the disabled community. Being a Paralympian is only one small part of the story. The campaign focuses on the day-to-day challenges they face in a series of six sponsorship idents that are relatable and playful while nodding to the role of mobility solutions in everyday life.

In addition to this, British broadcaster Channel 4 committed to making its coverage of the Paris 2024 Paralympic Games the most accessible broadcast yet. This is reflected in the T&Pm Toyota campaign – the sponsorship idents have been versioned with burnt-in subtitles and sign language, ensuring they are as inclusive as possible.

Mindshare: Allianz’s ParalympicsGB

In the UK, Mindshare have brokered and are managing a sponsorship of the Channel 4 coverage of the Paralympics for Allianz.

Across the coverage of the Games, the idents will feature audio description to make them accessible to all viewers that want to take part in the broadcasting of the greatest sporting show on the planet.

EssenceMediacom: Toyota’s Start Your Impossible

As part of their collaboration and partnership with Toyota GB around the Paris 2024 Olympic and Paralympic Games, EssenceMediacom Sport & Entertainment has facilitated the brand’s efforts to engage fans through content partnerships with Team GB and TikTok influencers. Activities include a content series "Tour de Team GB" featuring presenter Luke Vernon, and athlete ambassadors like Laura Kenny and Andrea Spendolini-Siriex. Toyota also supports initiatives like Every Body Moves, promoting physical activity among disabled people, and integrates this into its Channel 4 Paralympics sponsorship.

More broadly, and on a global level, the focus has centred on the next chapter of Toyota's “Start Your Impossible" campaign. This initiative celebrates the power of local communities in supporting athletes, emphasising Toyota’s commitment to inclusivity and mobility for all. The campaign includes films like Send Off and Together Wins, highlighting community support and collective achievement.

During the Games, Toyota will showcase its mobility solutions, providing over 2,650 electrified vehicles, including models designed for people with disabilities. This fleet underscores Toyota’s dedication to reducing carbon emissions and promoting freedom of movement.

Ogilvy and Wilson Hartnell: Allianz’s Paris 2024 Ambassadors

Ogilvy and Wilson Hartnell have spearheaded Allianz's campaign for the Paris 2024 Olympic and Paralympic Games, focusing on raising brand awareness in Ireland through strategic sports sponsorships. Key to this initiative are Allianz’s ambassadors, Rhasidat Adeleke and Ellen Keane. Ellen Keane, a seasoned Paralympic swimmer heading to her fifth Games, and Rhasidat Adeleke, an emerging talent, were integral to portraying Allianz as a modern and progressive brand.

To maximise visibility, Ogilvy orchestrated national launches and extensive media coverage. The campaign leveraged Adeleke and Keane to promote Allianz's "Stop the Drop" initiative, which aims to reduce youth dropout rates in sports. Despite logistical challenges, including the athletes’ overseas training schedules, Ogilvy successfully conducted four media days with Adeleke and one with Keane, securing significant media attention.

The campaign produced a robust suite of imagery and video content that highlighted the athletes' talents and personalities. Social media videos provided deeper insights into their lives, further engaging Allianz’s audience.

WPP Open X: The Coca-Cola Company’s It’s Magic when the World Comes Together

The Coca-Cola Company and WPP Open X (led by Ogilvy) are celebrating the ‘Real Magic’ of human connection and its belief in the power of inclusivity and cross-cultural connection at the Olympic and Paralympic Games this year through a new campaign, ‘It's Magic When the World Comes Together.’

Reinforcing Coca-Cola’s iconic hug motif as the theme for Paris 2024, the campaign showcases the collective power of sport to unify people and celebrate their differences. A touching 60-second film brings this message to life, inspired by iconic moments of coming together between competitors at past Olympic Games.

The brand’s multi-channel campaign activated across a range of touchpoints, including limited-edition can designs available exclusively in France and engaging digital content that capture real-time hugs from Paris.

The multi-faceted approach underscores Coca-Cola's longstanding commitment to the Olympic Movement and its unique ability to bring people together. By tapping into the emotional core of the Games, Coca-Cola and WPP Open X deliver a powerful reminder that even in the face of fierce competition, it's our shared humanity that truly shines.

VML: Vivo’s Team Brazil

Mobile communications company Vivo, a sponsor of Team Brazil and both Soccer and Gymnastics Brazilian Federations, leaned into the power of human connection for the Olympic Games this year, focusing on strengthening the bond between athletes and fans in a new campaign created by VML.

Through a compelling blend of technology and storytelling, Vivo connects audiences to seven Brazilian Olympic athletes and brand ambassadors, including Rayssa Leal, Gabriel Medina and Rafaela Silva. The campaign utilises generative AI to recreate pivotal moments in each athlete's career, showcasing their personal journeys, resilience and dedication to positive social change.

Embracing the campaign motto, "Gold is inspiring new times," Vivo encourages fans to embrace the power of sport to inspire personal and collective well-being.

Grey: AB inBev’s Corona Cero’s For Every Golden Moment

Corona Cero, the first-ever global beer sponsor of the Olympics and Paralympic Games, raises a toast to life's "Golden Moments" in a heartwarming new campaign developed with a curated global team from Grey. 

Through a 60-second film directed by Emmy Award-winning filmmaker Henry-Alex Rubin, the team’s captive storytelling illustrates the raw emotion of Olympic triumphs from Rio 2016 and Tokyo 2020 and reminds the world to unwind, stay close to nature and celebrate life’s moments big and small. 

For Every Golden Moment goes far beyond traditional advertising with Corona’s immersive “Golden Venues” experience, placing the same seats as from the Paris 2024 Olympic Games venues at 11 breath-taking outdoor settings across nine countries – including spots in Rio de Janeiro, Brazil, Athens, Greece and London, all selected for their remarkable sunsets, cultural relevance and scenic beauty.

This global Corona Cero and Grey remind the world that whether we're cheering on global champions or embracing the simple joys of life, every moment has the potential to shine.

AKQA: Warner Bros. Discovery’s Break Free

With anticipation building for the Paris 2024 Olympic Games, Warner Bros. Discovery partnered with AKQA London to launch a dynamic campaign in more than 50 European cities. 

The campaign, anchored by a 60-second film, celebrates the spirit of Paris. It brings to life the size and spectacle of the Olympics while showcasing the unparalleled access and viewing experience offered by Warner Bros. Discovery's streaming platforms: Max, HBO Max, and Discovery+.

Tapping into the universal desire to experience the Olympics in a personal and meaningful way, Break Free captures the energy and excitement of the Games through a collage of sporting moments and the raw emotions of athletes and fans alike. The campaign utilised multiple touchpoints to run across TV, digital-out-of-home, radio, social media, display and print.

T&Pm: British Gas’ Powering Home Fans

For British Gas, the excitement of the Olympic and Paralympic Games extends far beyond the stadiums of Paris. In its new campaign Powering Home Fans, developed with T&Pm, British Gas celebrates the invaluable role sports play in the lives of its customers.

The campaign flips the script on traditional sports advertising, shifting the focus from elite athletes to everyday fans cheering on Team GB and ParalympicsGB from the comfort of their homes. Featuring cameos from athletic superstars like Tom Daley, Katarina Johnson-Thompson and Alfie Hewett, the key film captures the genuine excitement and national pride that unite fans across the UK.

By spotlighting the fans who cheer on their heroes from afar, British Gas and T&Pm show us that the love of sport transcends borders.

WPP Open X: The Coca-Cola Company’s Pause is Power for Powerade

The Coca-Cola Company brand Powerade is redefining athlete support at the Olympic Games this year with the help of WPP Open X, led by Ogilvy. Its impactful "Pause is Power" campaign features U.S. Olympic gymnast Simone Biles for an emotional hero film, “The Vault,” that focuses on the challenges and expectations professional athletes face. The campaign champions the importance of prioritising both mental and physical wellbeing for athletes, showcasing how doing so is an act of courage and power.

This message is amplified by Team Powerade, a diverse group of athletes competing in Paris, who bring a unique perspective to mental and physical wellbeing and share their own personal stories of times they’ve taken a pause to come back stronger. Beyond powerful storytelling, Powerade is creating a bespoke Olympic Village experience to holistically support athletes' mind and body, offering spaces for physical recovery, mental health conversations, and innovative VR visualisation practices.

Through an immersive approach encompassing TV, social media, on-site activations, field-of-play presence and a limited time product, Powerade Gold, the campaign highlights Powerade's commitment to empowering and supporting athletes.

Ogilvy: Football Australia’s Dream Team

When the Matildas take the field for their first Olympic match in Paris, a chorus of young fans will be cheering them on, even if they're sound asleep. How? Through Dream Team, an ingenious AI-powered podcast series developed by Football Australia and Ogilvy that transforms the Matildas' Olympic journey into captivating bedtime stories.

With all of the Australia team’s matches kicking off at 3:00 am local time, Football Australia needed a creative way to engage young fans. Enter Dream Team, a series of audio stories narrated by Matildas' captain Steph Catley, using the magic of AI. Each episode recounts the highlights and key moments of the previous day's match, making it feel as though Catley herself is reading a bedtime story to young fans.

Available on Spotify and Apple Podcasts, the series is accompanied by charming, animated clips that bring the story to life. This innovative approach to storytelling showcases the power of technology to make sports more accessible – and engaging for the next generation.

T&Pm: NatWest’s Whatever Your Goals, Let's Get Going

For NatWest, the Tomorrow Begins Today Platform inspires the nation to act today for a better tomorrow, while also encouraging people to get behind Team GB in the run up to the Paris 2024 Olympic Games.

The campaign showcases the power of motivation and momentum in achieving your goals and features Olympic medallists Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott, Helen Glover and Beth Shriever, alongside employees from NatWest. The TV spot dramatises Asha Philip leading an epic charge, inspiring the UK to get going towards their goals.

Ogilvy and Hogarth: AAMI’s Athletes in the Making

As Australia gears up to cheer on its athletes at the Paris 2024 Olympic Games, one of Australia’s most-awarded insurance companies AAMI celebrates the aspiring, young athletes found in living rooms across the country with its latest campaign. Working with Ogilvy Australia and Hogarth, the campaign captures the relatable chaos that ensues when kids' sporting ambitions outpace their abilities, reminding parents "It's lucky you're with AAMI."

The team’s 60-second film humorously portrays the often-chaotic reality of raising young sports enthusiasts. From accidental goalpost tackles to overzealous victory celebrations, AAMI reassures parents that they're covered for life's little mishaps.

With a strategic rollout across TV, online video, social media, radio, Spotify, and out-of-home, "Athletes in the Making" cleverly leverages the excitement of the Olympic Games to connect with families on a relatable and light-hearted level.

Ogilvy: JSW Group’s Never Stop

With a powerful message of resilience and unwavering determination, JSW Group rallies behind Team India ahead of the Paris 2024 Olympic Games with the return of its inspiring "Rukna Nahi Hai" (Never Stop) campaign. Developed by Ogilvy, the campaign goes beyond the typical celebrations of victory, diving into the emotional landscape of Olympic competition and the strength required to overcome setbacks.

The campaign is centred around an impactful film featuring a cast of India's top athletes - including Neeraj Chopra, Manu Bhaker, and Manika Batra – that captures the essence of Rukna Nahi Hai. The spot is narrated by actor Ajay Devgn and highlights the athletes' unwavering dedication, their ability to push through challenges, and their refusal to be defined by victory or defeat.

JSW Group and Ogilvy inspire India to stand with its athletes, celebrating their journey every step of the way.

EssenceMediacom: OLG’s Sponsored By You

OLG launched their Sponsored By You campaign in partnership with the Canadian Olympic Committee and seven amazing athletes for the Paris 2024 Olympic Games. The campaign showcases how when you play with OLG, you are not only a player, but a supporter of high-performance amateur athletes in Ontario.

Since 2006, OLG and the Ontario Government have worked together to support these high-performance amateur athletes through the Quest for Gold program. The program has invested more than $151 million for Ontario athletes and has played a major role in their success of competing – and winning – on the world stage.

Throughout this campaign, EssenceMediacom worked collaboratively with an inter-agency team to help bring the campaign to life. Through innovative media planning and integrated partnership marketing, EssenceMediacom were able to showcase the unique relationship between the athletes and their communities. From PR interviews to social media callouts to media presence across multiple outlets, the athletes were able to creatively voice their appreciation for the support provided from their OLG sponsors.

Amp: Uber’s Sonic Logo

Uber revolutionised the way the world moves with a simple gesture: tap a button, get a ride. Together with Uber, amp has crafted the brand's sonic logo, which is all about the "sonic tap", encapsulating feelings of movement, anticipation and freedom with positivity and simplicity. This tap resonates from the core of the Uber brand and is a key focus for our sonic collaboration. The tap provides satisfaction, liberation and limitless possibilities for the user experience – from the promise of go anywhere to the excitement of get anything. 

Uber’s sonic logo embodies the experiential essence of the brand while securing in-sector brand differentiation and user delight. The sonic logo is featured at the end of the new campaign, On Our Way, which aired in the US and France during the 2024 Olympics Opening Ceremony.

Burson: The Coca-Cola Company and International Olympic Committee's 'Hello World'

To coincide with the Paris 2024 Opening Ceremony, WPP Open X, led by Burson, launched "Hello World" as the global soundtrack for the Paris 2024 Summer Olympic Games in collaboration with the International Olympic Committee and The Coca-Cola Company.

Performed by Gwen Stefani and Anderson .Paak, Hello World quickly became a major success and was touted as the song of the summer. To date, it has garnered more than 380 pieces of earned media coverage and been featured on platforms such as the TODAY Show, People, Billboard, AdAge, Variety, Associated Press and Rolling Stone. It also trended on social media amassing over 3.8 million views on YouTube, and was included in Spotify’s New Music Friday playlist.

VML: Ourocard Visa’s A Cara do Brasileiro

VML’s campaign for the Ourocard Visa ahead of the Paris 2024 Olympic Games will bring Brazilian culture to life through vibrant murals, a giant inflatable caramel dog, and unique out-of-home installations in cities like Rio de Janeiro, São Paulo, and Brasília.

By incorporating iconic Brazilian symbols such as the caramel dog, clay filters, and barbecue into street art and interactive activations, the campaign connects deeply with local traditions. This creative approach aims to engage and unite the Brazilian population, igniting national pride and Olympic spirit as the world turns its attention to Paris 2024.

VML: Celebrating Carlos Yulo with McDonald’s Philippines, AIA and Colgate Philippines 

The 2024 Paris Olympics marked a historic moment for the Philippines as Carlos Yulo clinched two Gold medals in gymnastics, sparking nationwide pride. Brands like McDonald’s Philippines, AIA, and Colgate Philippines quickly joined the celebration with creative social media campaigns crafted by VML Manila.

Inspired by Carlos’ precise, high-flying routine, McDonald’s highlighted the visual connection between his performance and their iconic golden arches, celebrating his Gold medal win.

Colgate commemorated Carlos’ stunning floor exercises by capturing the shapes and energy of his moves, symbolizing the nation’s strong and proud smile following his achievement.

Drawing parallels between gymnastics and life’s ups and downs, AIA’s campaign emphasized resilience and support, echoing Carlos’ journey of perseverance and success.