The archive · Advertising · Marketing decision · 2022
IOC shows supporters mirroring Olympians to make solidarity visible
Every Rise, Every Fall, Every Victory cuts between athletes and fans mirroring their moves, making the Games' belief in one another the film's subject.
International Olympic Committee
What it had to solve
The International Olympic Committee's Stronger Together campaign wanted to demonstrate the power of solidarity, of sport, and of the Olympics in uniting people and communities around the world. The film's task was to make that abstract value feel real rather than stated.
How it works
The International Olympic Committee's Stronger Together campaign set out to show what the Olympics are for: solidarity, the power of sport, and the role of the Games in uniting people and communities around the world.
Every Rise, Every Fall, Every Victory – We're In It Together makes that value visible. The film spotlights the relationship between Olympians and their supporters around the world, with fans mirroring the athletes' movements as they rise, fall and compete.
Instead of telling audiences that the world is behind its athletes, the film shows belief happening in bodies — supporters tensing, leaping and celebrating in time with the people they support. Human connection becomes the story; the work is archived in D&AD's awards archive.
Why it lands
- Mirroring gives the audience physical proof of solidarity — belief is shown in bodies, never asserted as a claim.
- The device transfers to any sport, because everyone who has watched a game has moved with it.
- Casting supporters as the protagonists made the Games about every viewer, not only elite athletes.
- Naming every fall as part of the story acknowledged that solidarity carries loss too, which made the claim more honest.
What it did
Solidarity stopped being a slogan and became something the audience could watch happen — supporters' bodies echoing every movement of the athletes they believe in. The work is archived in D&AD's awards archive as part of the IOC's Stronger Together campaign.
What you can take
To make an invisible value land, show its physical signature: when you can see someone's belief in an athlete move their body, the audience believes it too.
Since then
The film was released in January 2022 in the run-up to the Beijing 2022 Winter Games, carrying the Stronger Together campaign that had opened around the pandemic-delayed Tokyo 2020 Olympics. The D&AD archive records no reach figures, so the case stands on the mechanism: show an abstract value through the people who physically live it.
Sources
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