Eurosport
PyeongChang 2018 Olympic Winter Games.

Digital first brand identity.

In June 2015, Discovery was awarded TV and multi-platform broadcast rights in Europe* for the upcoming four Olympic Games (2018–2024), with PyeongChang 2018 marking their inaugural event. Discovery committed to the International Olympic Committee (IOC) to engage more people, on more screens, particularly younger audiences, and set about igniting the passion for the Olympics in a younger generation. This not only demanded an enthralling visual identity, but also a wealth of social, digital and on-demand activities to be considered. The coverage of PyeongChang 2018 would signal Discovery and Eurosport’s commitment to transform the Olympic Games viewing experience.

K-Pop meets the Games.

With a mission to inspire and engage a younger audience, DixonBaxi partnered with Eurosport to deliver its Games-time campaign, taking strong cultural cues from the South Korean location of the Games. Injecting a ‘K-pop’ spirit of hyper-neon colours and vibrancy into the brand experience, they created a radically different cross-platform identity – the antithesis to the typical frost bitten white winter imagery – transforming the entire Eurosport brand into Games-mode over the fortnight of the games. As the first fully digital first Games across Europe, it demanded a suite of tools that would withstand the rigour of every mobile touchpoint. DixonBaxi crafted everything for Eurosport from social kits, to graphic systems designed for maximum mobile legibility.

Record results.

Hailed as the first ‘digital Olympics,’ Discovery/Eurosport’s hosting of the PyeongChang Olympic Games across all platforms has achieved a staggering 58% total European population viewership, with 4.5 billion video views and 1.7 billion total hours of video watched. This included 4000 hours of Eurosport coverage, 900 hours of live action, and up to 1000 Social-first short-form video assets generated each day. 386 million people experienced the 2018 PyeongChang Olympic Games with Eurosport.

PyeongChang 2018 marked the first fully digital Olympic Games across Europe.

The entire Eurosport brand transformed for the Games over a two week period as part of a campaign spanning over a year.

A digital first brand identity inspired by Korean culture and K-Pop created an Olympic Winter Games experience like no other.

DixonBaxi crafted everything for Eurosport from social kits, to graphic systems designed for maximum mobile legibility.

The angular shapes inform the broader visual identity of bold graphic slices that create a dramatic, infinitely flexible look.

The unique forms of the Korean written language – Hangul – provided fuel for the typography and pictograms.

A radically different cross-platform identity – the antithesis to the typical frost bitten white winter imagery.

“The Cube” combined augmented reality, data and 360-degree graphics to allow experts to analyse the games from an interactive environment.

386 million people experienced the 2018 PyeongChang Olympic Games with Eurosport. 4.5 billion video views and 1.7 billion total hours of video watched.