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2017 One Show - Social Media

Rule40

Agency Leo Burnett / Chicago

Client Brooks Running
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OS_SM17009B

About the Work

While the Olympics generate billions of dollars, the majority of Olympic athletes struggle to earn a living in their sport – relying on a handful of small sponsorships and part-time jobs just to get by. The problem is compounded by an Olympic regulation called Rule40, which prohibits athletes from even mentioning their sponsors during the Olympics, making those sponsorships less valuable. Brooks Running, a longtime advocate of athletes’ rights, sought to protest Rule 40 in a way that couldn’t be censored by the IOC. Using one of its own mandates against it – one that requires athletes to wear only official sponsor logos or wear generic, unbranded clothing with no logos at all, we created generic, violation-free sportswear. Leading up to the Olympics, we provided athletes and fans shareable, generic, violation-free messaging via rule40.com, Twitter, Instagram and Facebook. Even after the games, rule40.com continues to help drive the conversation.