“The goal of the Olympic Movement is to contribute to building a peaceful and better world by educating youth through sport practiced without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity and fair play.” [https://olympics.com/ioc/beyond-the-games]
Human beings are capable of ruining anything.
TeamBBDO Germany is giving the Olympic goal a boost by creating a special Ukraine Olympic team. The team is made up of six deceased Ukrainian athletes recreated using AI, and the campaign for The Ministry Of Youth And Sports Of Ukraine highlights the dreadful impact of war and asks for donations to help Ukraine demine its country.
The 75 second hero commercial, The Revived, features young boxer, Maksym Halinichev, who died on the front line in 2023 at the age of 22, plus other young athletes who lost their lives in the war – Anastasiia Honcharova (cyclist), Fedir Iepifanov (fencer), Oleksandr Peleshenko (weightlifter), Mykyta Zasiadko (swimmer) and Mykola Zhydkov (footballer).
With the consent of their families, the deceased athletes tell their personal stories as AI athletes so that they can live on at the Olympic Games – their true dream goal.
The Revived was presented for the first time by the Ministry of Youth and Sports of Ukraine and Brand Ukraine at an event in the Olympic Village in Paris this week. it is now being distributed and shared on many international channels and prominent brand ambassadors will join as supporters and advocates of the initiative.
The lifelike AI characters of the fallen athletes were created based on photos and video footage provided by their families.
“We honour our fallen athletes in a respectful and innovative way. Ukraine loses young and talented men and women every day due to the war. They might have become Olympic champions or Nobel Prize winners. That is why we created The Revived. We want to draw attention to the ongoing suffering,” stated Tim Makarov, head of content & digital at Brand Ukraine.
Frank Hahn, chief creative officer of TeamBBDO, commented, “It is important to us that the Olympic Games also send a powerful message of peace. To this end, we used a unique AI technology that makes it possible to bring dead athletes back to life and tell their story in an extremely moving, credible and emotional way.”
Inna Tabachenko, copywriter at BBDO Germany, added, “People hear a lot about the horrors of war and sometimes the many reports can be numbing. We want to remind people that the Ukrainian victims are not just numbers – they are faces, voices, hearts and dreams.”
Credits:
Client: The Office Of The President Of Ukraine [The Ministry Of Youth And Sports Of Ukraine & Brand Ukraine]
Creative Agency: TeamBBDO
Production: Peter Schmidt Group, BBDO Interone & Tektite
Music & Sound: Supreme Music
