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The Sochi 2014 Marketing Olympics, Part 5: My Ten Creative Picks

Every Olympics is always a global festival of creativity, inspiring an incredible array of work from around the world. Sochi has continued this trend, from brands inside and outside the Olympic Movement and – enabled increasingly by social media – from fans. To round off this series of posts, I’m going to celebrate this creativity with an unashamedly personal selection of ten brilliant, Sochi-inspired works. So here goes, in no particular order.

Guinness – ‘Twins’

It’s very, very rare for a brand to evoke the absolute essence of the Olympic spirit. Simple, powerful, breathtaking.

Nike – Team Canada

Even if you don’t love Canada or hockey, you’ll love this.

Visa – ‘Every Four Years, Winter Nails It’

Many brands have used winter as a theme, but Visa – which has had a great Games, innovating creatively and strategically – gets a gold medal for this one.

Canadian Insititute of Diversity & Inclusion – ‘Luge’

Five million views in two weeks: ’nuff said.

Ria Novosti – Interactive Guide To Sochi 2014’s Sports

The screengrab below doesn’t even begin to do this justice. It’s brilliant and, I warn you, highly addictive. Check it out in all its interactive glory here.

Molson Passport-Activated Beer Fridge

Along with Megafon’s MegaFaces, the on-site brand activation of Sochi 2014.

New York Times – Sochi Luge Experience

This amazing film takes you a luge at top speed down the Sochi track. Don’t watch it just after you’ve eaten. But do watch it.

The Onion – Lolo Jones Becomes First American To Be Objectified In Both Winter and Summer Events

If you haven’t already, I urge you to read this piece by The Onion. Brilliantly funny and spot-on.

AFP Skeleton Helmets

Cool gear has been a thing at Sochi and I particularly loved this Fabrizio Bensch shot of Canada’s Sarah Reid.

NASA – Sochi from space

Although there has been some stunning photography coming out of Sochi, nothing beats this shot, taken from the International Space Station 200 miles above the Olympic Park. Wow.