Eight Districts United to Win
On 20 September, Jean-Paul Huchon, President of the Ile-de-France Region and Marie Richard, Vice-President in charge of Sport, Tourism and Leisure, launched a mobilisation campaign around Paris’ Bid. The campaign, the largest ever launched by the region, conveys a high-impact message: “All united and mobilised for the Games!”
|The high jump shot shows the eight high jumpers springing forth in unison, at Charléty Stadium. (© IDF Region)
4.000 4x3 posters will be displayed across the Ile-de-France Region’s eight governmental
districts (départements) until 7 October – as a result, one out of every 10 official
government notice boards will be devoted to expressing support for the 2012 Games. In
addition to those, every train station, metro station and bus rear will display
posters proclaiming the following leitmotiv: "Paris 2012, 8 districts united to
win". At the same time, a press campaign will be conducted from 21 September to
6 October, using the same visuals, in both the Ile-de-France Region and national
Through a highly sports-focused – and unexpected – campaign, the Region has stepped
up to the Bid. The visuals, designed by Ogilvy, show high jumpers and weightlifters
in humorous situations. Photographer Marc Gouby and the agency came up with the
shoot’s unusual settings, in which internationally-renowned Ile-de-France athletes
wearing the postcode to each district of the Ile-de-France Region.
The high jump shot shows the eight high jumpers springing forth in unison, at
Charléty Stadium. Similarly, the eight weightlifters hauled up inordinately large
weights in the gyms at the National Institute for Sport and Physical Education
(INSEP). The 16 athletes have contributed to this this campaign for free, united
in the Region’s effort to bring the Games to Paris, together.
The Ile-de-France Region’s message is a powerful one – "All united and mobilised
for the Games", and is borne by the largest communications campaign ever launched
by the Ile-de-France Region.
Fuelled by an overall budget of EUR 1.1 million, it will reach each and every
individual in the Ile-de-France Region, stirring the Olympic spirit in them. Jean-Paul
Huchon feels that, "this campaign will allow Ile-de-France residents to make the
Bid challenge their own, as Paris and the Region vie to host the 2012 Olympic
Games in the Ile-de-France Region". The said Region is made of "eight districts
united to win", united by "L’Amour des Jeux".
The communications operation has been honoured enough to receive the presence
of Henri Sérandour, President of the National Olympic Committee and Hugues Obry,
Gold Medallist in Athens.