Sochi Winter Olympics Flame Relay Strategy

The Challenge

Taking the Olympic flame and spirit around the Russian Federation the largest country on the planet and ensuring 98% of the population can see & experience it.

The Response

Taking the Olympic flame and spirit around the Russian Federation in preparation for the first winter olympics in russia, acting as a springboard for the future. Taking its cue from the Sochi 2014 look & feel this concept embraces cultural and geographical diversity, connecting Russians with one another via a journey that builds and grows as it links towns and communities across Russia before placing them at the centre of the Games and New Russia. The original concept for the Flame relay with Landor Associates.

Role: Lead Designer
Agency: Landor Associates