The Games are over, let’s look at the value of Olympic creativity

With the successful conclusion of the Olympic Games, looking back at the entire event, creative elements have become its shining highlight. From venue design to opening ceremony performances, to the planning and execution of various activities, Olympic creativity not only showcases the cultural charm of the host country, but also greatly enhances the viewing and participation of the event. Behind these ideas is the team's endless wisdom and sweat, their ultimate pursuit of details and continuous exploration of innovation. The value of Olympic creativity is not only reflected in the visual shock and emotional resonance it brings, but also in its role in promoting the exchange and integration of global cultures. In the future, we look forward to Olympic creativity continuing to shine and bring more surprises to the world.

Over the past half month, the world's attention has been focused on Paris. In this arena with a profound cultural heritage and full of modern vitality, brands have come together to present an unprecedented creative feast to the world.

1. Olympic Aesthetics in the Image-Reading Era

In the era of reading pictures, the combination of visual arts and sports competitions has added a new communication dimension to the Olympic Games.

Since the beginning of the preparations, the organizers of the Paris Olympic Games have made a commitment to "integrate the Olympics into the city and blend sports and culture."

Guided by this concept, the organizers boldly innovated and transformed Paris' landmark buildings into competition venues, allowing the profound cultural heritage and modern competition to be perfectly integrated in the city's context.

From the Luxor Obelisk on the Place de la Concorde to the golden dome of the Invalides, from the Champ de Mars under the Eiffel Tower to the Grand Palais next to the Champs-Elysées...

In these places full of long history, the athletes' heroic performances not only showcased the excitement of competition, but also conveyed the unique cultural charm of the city of Paris to the world.

The unprecedented lavender-colored runway replaced the traditional red and blue, as if bringing the athletes into the countryside of Provence, France. The bold color scheme and delicate layering conveyed a sense of sophistication and elegance, which is more in line with the high standards of visual aesthetics in today's social media environment.

Through a series of sports blockbusters shot by official photographer Geoff Lowe, the audience was able to witness the deep romance and endless creativity. Lowe combined traditional light and shadow techniques with modern photography technology to vividly express the collision between individuals and the environment, static and dynamic, showing the power and beauty of the Paris Olympics to the world.

As an event that made full use of modern communication methods, the Paris Olympics allowed us to rediscover Paris and left the world with unforgettable Olympic memories.

2. Brand strategic thinking and execution

As Zheng Qinwen broke through obstacles and made history in the women's singles tennis competition, the brands she collaborated with also attracted much attention for their successful bet.

First of all, Nike. As early as 2015, Nike had already discovered the great potential of Zheng Qinwen and established a long-term cooperative relationship with her. As Zheng Qinwen grew, the cooperation between her and Nike became increasingly close.

Before the Olympics, Nike shot a very predictable promotional poster for Zheng Qinwen. In the poster, Zheng Qinwen looked determined, and the copywriting "The only souvenir I want to take away from Paris is the medal" accurately captured her firm belief in the Olympic journey. When Zheng Qinwen finally won the championship, this poster immediately went viral on the Internet.

Zheng Qinwen’s call back after the game.

Nike's ambitious advertisement "Not Everyone Can Be the Winner" became a huge success and almost became the biggest winner among Zheng Qinwen's co-branding brands.

Why do we say almost? Another brand, Bawang Chaji, has also attracted much attention for its small size and huge success.

Earlier this year, Bawang Tea Princess made a precise bet and signed seven world-class athletes including Liu Xiang and Zheng Qinwen to form a "Health Ambassador Group".

As Zheng Qinwen made rapid progress in the Olympic Games, Bawang Tea Princess's social media communication strategy became more effective. In particular, in the interview after Zheng Qinwen won the championship, she mentioned her connection with Liu Xiang. This detail instantly increased the value of the "Health Ambassador Group", and Bawang Tea Princess's brand strategy vision was widely recognized.

At the same time, Bawangchaji successfully got on the official camera through clever means of execution. Although it is not an official sponsor of the Olympics, it has received exposure that is no less than that of an official sponsor.

For a time, social media was flooded with blessings for "Jieba Wang Cha Ji's amazing career luck."

3. The penetrating power of the finishing touch

When the Olympic schedule was halfway through, many viewers said that this year's posters were a bit bland, and there seemed to be no eye-catching poster copy, such as the "Long Ma Zhendong wins" that was appropriate and encouraging during the Tokyo Olympics.

As the women's 10-meter platform competition ended, we saw another amazing poster. Coca-Cola wrote for the twin stars Quan Hongchan and Chen Yuxi:

Applause to my talented girlfriend.

The poster copy cleverly borrows the concept of "genius girlfriend" from "The Neapolitan Quartet", sublimating the relationship between the two athletes who admire each other and are both enemies and friends into an expression rich in literary imagery.

The poster freezes the moment when the two athletes embrace each other after the game, which not only perfectly echoes Coca-Cola’s Olympic theme "Embrace this moment, let us win together", but also injects the brand with difficult-to-replicate cultural depth and communication value.

Another line of copy went a step further, emphasizing the deep friendship between the two and the resonance and support that transcended victory and defeat.

There is gold and silver, and there is no difference between you and me.

Migu’s commentary was also impressive.

There is only one gold medal, but there are two winners.

A heart of gold deserves a medal of any color

The brand's focus on "her power" has endowed these copywritings with deeper cultural value. This is the trend of the times and also demonstrates the brand's insight and sensitivity.

IV. Conclusion

In modern events, watching a game is not only about real-time sensations, but also an all-round participatory experience.

During or after a competition, the audience often flocks to the athletes' comment area or looks for relevant content to share their excitement and joy and continue their emotional resonance. This behavior pattern not only strengthens the emotional connection between the audience and the event, but also provides a fertile ground for brand Olympic marketing and hype.

Under this trend of content consumption, brands can not only increase their exposure by actively occupying a position, but also naturally integrate into the audience's social interaction through emotional resonance, thereby deeply rooting themselves in the audience's daily life and forming a more lasting and broader brand influence.