CONTEXT & CHALLENGE
In September 2023, the Brazilian Olympic Committee held the first COB Expo, in São Paulo: five days, 120 exhibitors, 37 confederations and around 60,000 visitors. Ten months out from Paris, sportv wanted to use Latin America's biggest Olympic gathering to nail down one message: the complete coverage of the Olympic Games would be on its channels.
The challenge was to turn "complete coverage", an abstract promise, into something visitors could see from a distance and experience in just a few minutes at the fair.
INSIGHT
Complete coverage is proven by breadth. At an event surrounded by confederations from every sport, the booth had to show, at a glance, that every one of them fits on sportv.
THE ILLUSTRATION
The answer was a single illustration, the size of the booth. Athletes from ten sports (volleyball, football, boxing, rhythmic gymnastics, surfing, skateboarding, judo, pole vault, swimming and basketball) intertwine around the word PARIS, with the Eiffel Tower, the Louvre pyramid and the Arc de Triomphe in the background, in a fluid stroke full of movement, in purple, orange, yellow and blue. No single sport takes the spotlight: they're all there at once, like a programming grid that never stops.
The same artwork covered the walls of the booth and took on a life of its own on the cups visitors took home.
THE EXPERIENCE
Inside the booth, visitors didn't just look. They played. A kiosk with an Olympic Games quiz tested passers-by, and a basketball hoop challenged their aim. Those who scored took home sportv giveaways, and the illustration left the fair in the public's hands.
