MAM
US Olympic Committee hires GSD&M for brand campaign
COLORADO: The United States Olympic Committee (USOC) has announced that it will work with GSD&M Advertising. The aim is to create a branding platform to promote the 2004 US Olympic Team. The games take place in Athens in August.
An official release informs that the USOC has charged GSD&M with developing creative strategy and brand communications, including print and television public service campaigns. The heart of the assignment, according to USOC chief of entertainment properties and brand marketing, Keith Allo, is to rally the American public’s enthusiasm for US Olympic hopefuls in their journey to the make the 2004 US Olympic Team.
Allo added, “Our brand is our Olympic athletes and that’s where our focus will continue to be as we prepare for the 2004 Olympic Games in Athens, Greece. Not only are Olympians world-class athletes, they are individuals who are doing incredible things to represent our country. They are also everyday people with families, friends and struggles. What makes them unique is their dedication to be the best for America and for themselves.”
The release adds that the USOC has a long history of corporate support for its athletes, community outreach programs and training facilities. Many US Olympic sponsors use their Olympic connection in their own advertising. GSD&M’s work will be independent of these marketing efforts, but will complement the collective effort of the USOC’s partners to raise awareness and support for American Olympians.
This is the second partnership between GSD&M and the USOC. In 1999, GSD&M developed a national branding campaign leading up to the 2000 Olympic Games in Sydney. Allo said, “We came back to GSD&M because of its creative reputation and history of representing some of the most respected brands in the country. But more than that, they appreciate our values and culture. They show the same commitment to their clients as we do to our athletes.”
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
