Be Your Heroes' Hero
International Olympic Committee – Ogilvy – 2014

Volunteers are the heart and soul of the Olympic Games. And in 2016, they were recognized as their heroes' heroes.

During the Olympic Games in London 2012, Usain Bolt struck up a conversation with 16-year-old Olympic volunteer George Hoy. After helping Bolt with his training equipment, Hoy was shocked when Bolt offered him his hat as a thank you. We then gained an insight as to who the true heroes are.

Launch Film

The script was written using real statements from Olympic athletes, which were turned into content for social media.


The campaign broke records with more than 240,000 volunteer applications.



CCO Arício Fortes
ECD Paco Conde
Copywriter Paco Conde, Gabriel Lepesteur
Art Director Guy Bricio
ACD Rogério Martins, Alexandre Souza
Account Team Luis Carlos Franco, Christina Spino, Ana Paula Perdigão, Mauro Frota e Luiza Varges
Director Santiago Burin Des Roziers
DOP Azul Serra