IOC showcases the Olympic voice in “What Agnes Saw”, a new, emotional narrative ahead of Tokyo 2020
The International Olympic Committee (IOC) launched “What Agnes Saw” – the latest film in its global “StrongerTogether” marketing and digital campaign – featuring the oldest-living Olympic champion, Agnes Keleti, and the 13-year-old British skateboarding prodigy Sky Brown. The video juxtaposes the wisdom of age with the passion of youth to offer a light in the darkness and remind us of the moments of hope and inspiration that occur when the world comes together for the Olympic Games.
“What Agnes Saw” tells the story of 100-year-old Agnes Keleti. Hungarian went on to become a 10-time Olympic medallist in gymnastics and later a long-time gymnastics coach and educator. In the film, we see the changing world through her eyes – highlighting all the moments of humanity through the decades of Olympics since her time in the Olympic spotlight. It closes with a look at the next generation of athletes, with a focus on teenage skateboarder Sky Brown.
IOC Digital Engagement and Marketing Director Christopher Carroll said: “Agnes’s story serves as a reminder to us all of the power and the voice of the Olympics. The global StrongerTogether campaign invites people – all people – to share their hope, challenges and inspiration with the world. We are proud to showcase the voice of the Olympics through generations spanning from Agnes to Sky, as the athletes of the world compete in solidarity at Tokyo 2020.
Agnes reminds us of the true power of resilience. She is proof that you can experience the worst aspects of humanity and, against all odds, rise above it. This film, and the StrongerTogether campaign overall, have been a chance for us to renew and bolster our connection with fans around the globe and remind them of their own inner resilience. It reflects our Olympic motto that we are “faster, higher, stronger – together.”
The film, voiced by actor and UN Women Goodwill Ambassador Danai Gurira (The Walking Dead, Black Panther, Avengers: Infinity War, Avengers: End Game), was directed by Martin Desmond Roe and Travon Free – the Academy Award-winning directors of the acclaimed short film “Two Distant Strangers” – and produced for the IOC in partnership with Oscar-, Emmy- and Gold Lion-winning studio Dirty Robber.
“What Agnes Saw” is part of the IOC’s “StrongerTogether” campaign, which celebrates the strength, resilience and determination of athletes to bring hope, unity and inspiration to people around the world. The initial campaign story featured world-renowned athletes Usain Bolt, Andre De Grasse, Yusra Mardini and Nyjah Huston; and also included skateboarding icon Tony Hawk before the sport’s Olympic debut. The debut StrongerTogether campaign video is also available at #StrongerTogether – YouTube.
Revolving around a people-centric message that we are stronger together, the digital campaign emphasises the IOC’s belief in solidarity – that the world only moves forward when it moves together – and the power of the Olympic brand to unite people, communities and nations across the globe.