Chapter Nine / THE BEST OF US153Public Service AnnouncementsTwo animated PSAs were aired by broadcasters around the world as part of The Best of Us campaign.The first, entitled 'All Together Now', depicted six larger-than-life Olympians competing against eachother in what appears to be a gigantic tug-of-war. As the spot develops, however, it becomes clearthat the athletes are actually working together to unite the world in celebration of the OlympicGames, demonstrating not only the determination and excellence of Olympic athletes, but also theirunique ability to bring the world together for the Olympic Games in a massive display of optimism and inspiration. Entitled 'Olympic Spirit', the second PSA combined The Best of Us campaign's distinctive graphicimages with creative camera-work to tell a truly unique Olympic story.Both PSAs were distributed to all rights-holding broadcasters for airing before, during and after theGames. The spots were also shown in all Vancouver Olympic venues prior to the start of competition,as well as on the Vancouver Olympic News Channel.The launch of the PSAs also received widespread attention in the media, with advertising magazineSHOOT naming 'All Together Now' as its 'Top Spot of the Year' for 2009.

154Chapter Nine / THE BEST OF USGraphicsA distinctive set of graphic images was also produced to help communicate the key messages of TheBest of Us campaign through print media and billboard advertising. These graphics were created usinga collage technique, with each element cut out of paper and then photographed.The Best of Us Challenge"The Best of Us Challenge is proving to be a very successful way forthe IOC to engage young people in the digital space. It's a funinitiative that offers the unique opportunity to compete againstOlympic athletes -and try to beat them!"Timo Lumme, Director, IOC Television and Marketing ServicesAs part of its commitment to engage with the world's youth through digital media, the IOC alsocreated an online interactive initiative entitled 'The Best of Us Challenge', which appeared onolympic.org and on a dedicated YouTube channel.This global, digital grassroots, viral effort advanced the resolution that the Olympic Movement shouldactively deliver the next generation of Olympic fans through digital means. The idea was to engage young people in the Olympic Games by giving them a chance to actually'compete' with Olympic athletes in an online forum. Created in collaboration with YouTube, TheBest of Us Challenge featured videos of Olympic athletes from all over the world performing'challenges', that the public could then try to better. Visitors to the site could also uploadtheir own original challenges for others to try.The athletes who took part were as varied as the challenges themselves, withparticipants including Vancouver 2010 gold medallist Lindsey Vonn, Spanishtennis star Rafael Nadal, American swimmer Michael Phelps, Russian pole vaulter Yelena Isinbaeva, and many more.