This is not a game.
Facebook sought to distinguish itself at the 2021 Tokyo Summer Games without official sponsorship. The solution was skateboarding, not only a thrilling new Olympic sport but also deeply tied to Facebook platforms, where skaters connect, share tricks, and gain recognition. These platforms fostered scenes and unprecedented journeys to the Olympic stage.
Skate Nation Ghana.
We transformed the true story of Ghanaian skaters into a two-minute film shot across authentic Ghanaian locales, resembling more a movie trailer than an ad, and showcased it during the Tokyo Olympics' opening ceremony.
We are witnesses.
Nationwide TVCs during the Olympics briefly narrated the Ghanaian skate story. These 30 and 60-second films combined scenes from Ghana with simulated Facebook UI, showcasing the relationships formed on the platform.
Going beyond the conversation.
During the games, we highlighted the skater community by airing our spot on three Olympics-themed podcasts. This effectively supported our campaign using concise film and audio.
Skate on.
Supporting Ghana's emerging skate scene, our work contributed to completing Accra's Freedom Skatepark—the first in Ghana.
Senior Writers: Nico Baumann & Benjamin Hinamanu
Senior Art Directors: Inna Koffman & Sarah Kara
Creative Director: Thom Glover
