Celebrating Paris, OMEGA launches campaign for the Olympic and Paralympic Games

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This European summer, Olympic Games and Paralympians will arrive in Paris, capturing the world’s attention with historic moments in the city’s iconic locations. A OMEGAthe official timekeeper of the Olympics, has just launched its international advertising campaign, with an inspiring concept that celebrates the host city, as well as the athletes fighting for gold.

The campaign transformed Paris into a dream amusement park, where the city’s best-known tourist attractions became the stage for sporting glory. Through a series of images and films, the brand used optical illusion to perfectly blend the athletes with the environment, as if there were no limits to their potential.

The 12 athletes participating in the campaign are OMEGA ambassadors. In keeping with the spirit of the Olympic and Paralympic Games, the selection covers a diverse range of countries, sports and skills. Not only do they represent OMEGA’s values of precision and excellence, they also represent all competitors who dream of success. Featured athletes include:

Mondo Duplantis, current Olympic champion and pole vault world record holder.
Léon Marchand, French swimmer, world record holder in the 400 meter medley.
Gianmarco Tamberi, the current Olympic high jump champion.
Erriyon Knighton, a rising star and one of the fastest sprinters on the planet.
Shericka Jackson, currently the fastest woman in the world in the 200 meters.
Ma Long, five-time Olympic table tennis champion.
Marcel Hug, six-time Paralympic Games champion and holder of several world wheelchair racing records.
Bebe Vio, double gold medalist at the Paralympic Games in Fencing.
Simon Ehammer, Swiss hurdler, long jumper, decathlete and heptathlete.
Peter Burling and Blair Tuke, the New Zealand sailing team with three Olympic medals.
Mickaël Mawem, world champion in Bouldering.
Céline Boutier, French golfer who won a Major.

The music used in the video was created exclusively in partnership with French rapper SDM, who wrote and performed his own original lyrics for the song ‘Born to be a Legend’. Based on OMEGA’s advertising concept, it celebrates the theme of overcoming challenges and the dream of winning the much-desired gold medal.

During production, in Paris, the brand first captured the city’s famous monuments. Later, the athletes were filmed on green screen in locations such as Toronto, Shanghai and Barcelona. Thanks to the use of rare and specific cameras mounted on robotic arms, the creators were able to smoothly and precisely merge the movement of the athletes with the views of the city, creating a truly mesmerizing effect for the spectator.

This campaign is the latest tribute to OMEGA’s pivotal role as the official timekeeper of the Olympic and Paralympic Games, with the brand timing each event with unparalleled precision. Starting 92 years ago, the company has timed the Olympic Games 30 times since 1932 and every edition of the Paralympic Games since 1992. It is an authentic part of OMEGA’s DNA that sets it apart in the world of watchmaking.