The mysterious and dark aesthetics of competitive swimming advertising had become disconnected from its younger target audience. To inspire the next generation, Speedo needed to connect them to the Olympic Athletes emotionally.

The solution was to tell the stories behind the athletes, to make them more relatable for the audience and to cut through the dark alien world to present it as more vibrant, inclusive and modern. The Made For This platform was the perfect way to dive deeper into the athletes lives beyond the blocks.

We showcased both Olympian and Paralympian athletes into one campaign, a world first for swimming and a step toward a more diverse category.