The prospect of working with Usain Bolt is exciting for any agency. It’s particularly exciting if you a) love a global icon and b) really know your way around sports licensing. Both of which we strenuously do.
Charged with gathering specific athletics footage, we navigated the tricky waters of sports licensing fees while maintaining multiple sponsor relationships. But our favourite part was using our unique user generated content skills to source footage of people in Jamaica going bonkers for Bolt, then traced the exact location via a series of social media reposts to a university in Jamaica (who cleared it immediately. Why would anyone say no to Usain Bolt?).
The resulting ad from BBH is impressive – the training montage to end all training montages – and we’re proud to have been a part of it.