Paris Olympics
Every four years, the Olympic and Paralympic Games create a rare opportunity for Comcast NBCUniversal. Brands that normally speak with different voices come together around a single cultural moment. Our challenge was to help translate that moment into a unified creative system that could inspire excitement, flex across touchpoints, and feel Comcast.
Client: Comcast NBCUniversal
Client: Comcast NBCUniversal
Finding joy
The creative platform centered on a simple idea: Joy. More than a campaign theme, it became a shared language that connected athletes, fans, employees, customers, and communities. While the core campaign was developed by 72andSunny, Comcast Creative Group extended that idea across the broader ecosystem, creating a cohesive experience throughout the Games.
The creative platform centered on a simple idea: Joy. More than a campaign theme, it became a shared language that connected athletes, fans, employees, customers, and communities. While the core campaign was developed by 72andSunny, Comcast Creative Group extended that idea across the broader ecosystem, creating a cohesive experience throughout the Games.
Extending the story
One idea. Hundreds of expressions. From print, digital, social, custom content, and homepage takeovers to product experiences, executive communications, live activations, and broadcast support, we carried the creative platform across every major touchpoint while maintaining a consistent voice.
One idea. Hundreds of expressions. From print, digital, social, custom content, and homepage takeovers to product experiences, executive communications, live activations, and broadcast support, we carried the creative platform across every major touchpoint while maintaining a consistent voice.
The journey behind the joy
The campaign celebrated the joy of the Games. Social explored where that joy came from. Through athlete stories, motion-led films, and original content, we shifted the focus from the podium to the years of discipline, setbacks, and perseverance behind every performance.
The campaign celebrated the joy of the Games. Social explored where that joy came from. Through athlete stories, motion-led films, and original content, we shifted the focus from the podium to the years of discipline, setbacks, and perseverance behind every performance.
The work became a meaningful part of the Olympic social ecosystem, contributing to 354M impressions and 26M engagements across platforms, with performance consistently exceeding benchmarks during the Games.
Sharing the Joy
The celebration moved beyond the screen. Inspired by athletes' iconic celebrations, a TikTok challenge invited audiences to participate in the joy of the Games themselves, turning viewers into creators and extending the campaign into culture.
Audience response matched the energy of the challenge. The challenge drove 96M views, with 65% more submissions and 43% higher participation than TikTok’s average Branded Missions.
The celebration moved beyond the screen. Inspired by athletes' iconic celebrations, a TikTok challenge invited audiences to participate in the joy of the Games themselves, turning viewers into creators and extending the campaign into culture.
Audience response matched the energy of the challenge. The challenge drove 96M views, with 65% more submissions and 43% higher participation than TikTok’s average Branded Missions.
Designing the experience
The Olympic platform extended far beyond marketing. Our team designed pages, refreshed digital experiences, created visual content, supported broadcast initiatives, built product UI, and developed creative across dozens of formats that helped every interaction feel connected to the larger story.
The Olympic platform extended far beyond marketing. Our team designed pages, refreshed digital experiences, created visual content, supported broadcast initiatives, built product UI, and developed creative across dozens of formats that helped every interaction feel connected to the larger story.
Bringing everyone together
The journey concluded with Comcast Live, welcoming Team USA to campus for a celebration of the Games and the people behind them. Employees, athletes, and leadership came together around the same idea that shaped the campaign from the beginning: joy.
The journey concluded with Comcast Live, welcoming Team USA to campus for a celebration of the Games and the people behind them. Employees, athletes, and leadership came together around the same idea that shaped the campaign from the beginning: joy.
“What brings me the most joy is that I see the journey along the way. That big hurrah moment is just the most joyful thing.”
Noah Lyles
U.S. Olympic Gold Medalist & World Champion
Noah Lyles
U.S. Olympic Gold Medalist & World Champion
