Warner Bros. Discovery (WBD) has unveiled its official marketing campaign for Paris 2024 which invites all sports fans to ‘Break Free’ from convention while celebrating the vibrancy of the city and the Olympic Games.

With 19 days of jaw dropping action ahead of sports fans this summer, and with Paris set to become the playground for the world’s greatest athletes, the sheer scope, scale and spectacle of the Olympics has been brought to life through a new high-energy 60-second film.

Designed by award-winning agency AKQA London, the ‘Break Free’ campaign, emphasises how Max, HBO Max and discovery+ will liberate viewers to enjoy the Olympics however they choose this summer, with the streaming platforms being the only place to watch every moment of the action from Paris 2024.

Whether that be watching their favourite Olympic sport in all its glory or the heart stopping emotion as national heroes go for gold, the collage treatment, used across video and statics, represents the exhaustive coverage across a multitude of sports available.

David Bernard-Bret, VP Marketing at WBD Sports Europe, said: “Our ambition was to create an exciting, vibrant and joyful film that was bursting with life while encapsulating our mantra of breaking free – achieved during the Olympics through the most immersive and user-friendly viewing experience anywhere with every moment of Paris 20204 available at your fingertips on Max, HBO Max or discovery+ across Europe.”

Director Henry Hobson said: “The Olympics gives us this landscape and opportunity to see these sports that you just don’t get to see the rest of the year. It’s an experience not just for our heroes but also for every single person who views it. There are four or five different bands to the film – you have got the gold moment, you have got the emotional moment, we’ve got Paris as the centrepiece, and then of course the sporting moment. We are trying to convey that sense of breathlessness with the action.”

The ‘Break Free’ campaign, a global production that brought together teams from France, London, Montevideo in Uruguay and Los Angeles, debuts on 8 July and will air across 50 countries in Europe in 20 different languages. The campaign will run across TV, DOOH, radio, social, display and print.

Warner Bros. Discovery is the Home of the Olympics in Europe and its streaming platforms – Max, HBO Max and discovery+ - will be the only place to watch every moment of Paris 2024 in available territories including all 3,800 hours of live action. In addition, Eurosport’s television channels will provide wall-to-wall live coverage for sports fans across the 19 days of competition.

Olympic Games Paris 2024 starts on Wednesday 24 July, with the Opening Ceremony taking place on Friday 26 July and the Closing Ceremony on Sunday 11 August.

Credits:

• Campaign Manager: Bethany Hamlin  
• Senior Creative Manager: Jerôme Bonnafoux  
• Campaigns Director: Joshua Toff  
• Director: Henry Hobson (MJZ) 
• Associate Creative Director: Fouad Hammoud (AKQA) 
• Senior Creative Director: Guillaume Mouillé  
• VP Marketing: David Bernard-Bret  

*Max is available across France, the Nordics, Iberia, Central and Eastern Europe; HBO Max is WBD’s streaming platform in Belgium and the Netherlands; discovery+ is the streaming platform for Germany, Italy and the United Kingdom. They will be the only places to watch every moment of the Olympic Games Paris 2024 live.