US Olympic Team

US Olympic Committee

In 2007 the United States Olympic Committee (USOC) approached New York agency McGarryBowen for help. They wanted to have a fresh image, one that would appeal as much to the youth of America as it would to other generations. The result was a branding campaign called “Amazing Awaits”. More than just a catchy tagline, it is a philosophy that stems from the belief that hard work, determination and focus towards a goal can help anyone achieve their dreams. This was to be a message not just for the build-up to the 2008 Beijing Olympic Games, but for the next decade. The Amazing Awaits campaign would include print and press advertising as well as TV, online, radio and sponsorship spots all over the US. Brand partners including Coca-Cola, Visa and Hilton were all offered the music to tie in with their own campaigns.