The theme of the campaign is "The Best of Us"
This theme will replace the former one used for the 2004 Olympics in Athens, "Celebrate Humanity". It is a simple, powerful idea that crosses cultures and geographies. The messaging inspires youth by communicating the Olympic values while motivating them to participate in sport by proving sport can bring out your best.
The objectives of this new brand campaign are to enhance and to render more relevant to the contemporary period the Olympic messages. The intention is also to focus on increasing brand awareness and the appeal of the Games especially amongst the youth of the world.