The sound of collective emotion
The marketing and strategy behind the work
A sonic signature created from the heartbeats of athletes, fans, coaches and volunteers.
We love exploring the unique and creative work in the industry. We’re also interested in the thinking, behaviour and strategy behind it. With the first issue of CORE, our Strategy & Marketing series, we’re focusing on exactly that. The insight behind the work and why it works so well.
The International Olympics Committeehas, quite literally, brought its Olympic rings to life by launching a sonic signature created from the heartbeats of athletes, fans, coaches and volunteers. Based on the insight that our heartbeats become synchronised during big sporting moments, we can now hear the rings for the first time in their 113 year history.
Introduced during the Milano Cortina 2026 Olympic Winter Games, the work turns a universal human response into something distinctive that can live across ceremonies, broadcasts and digital experiences.
The Result
This new sonic identity for one of the most recognised brands in the world gives the Olympic rings a presence beyond sight. Something that can be felt, remembered and reused across future games.
We love how it’s built to last, not a one-off campaign. It’s a powerful insight used perfectly; building brand love through sensory devices that tap into what the Olympics is all about: collective human experience and emotion.
Read more about the campaign here: IOC launches first sonic signature
Read the full issue here: CORE Issue 01
Work chosen by our specialist Sarah Kynaston (Marketing & Media).
