Four make shortlist for IOC's 2008 brief

Havas, Leo Burnett, Saatchi & Saatchi and United will battle it out for the International Olympic Committee's £60 million global brief to promote the 2008 Beijing Games.

They will be asked to make a first round of presentations to the IOC in the first quarter of 2007. The campaign will be launched later that year.

Previous Olympic campaigns have only used TV, posters and press, but this time around, the IOC has decided to plough a significant amount of the budget into viral and experiential executions.

The campaign will be based on the IOC's existing idea, "Celebrate Humanity", which has been used for the past five Olympic Games.

The strategy will aim to communicate the key Olympic values of excellence, respect and friendship, and will target the 12- to 19-year-old market. One of the IOC's concerns is that young people are not as interested in the Olympics as they have been in previous generations.

The first "Celebrate Humanity" promotion was developed by TBWA\Chiat\Day in the run-up to the 2000 Games in Sydney.

The agency subsequently adapted the work for the 2002 Winter Olympics in Salt Lake City.

Saatchi & Saatchi then handled the brief for the 2004 Olympic Games in Athens and again in 2006.

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