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VIRAL CAMPAIGN<br />
In addition to the public service announcements, an Internet viral<br />
campaign – “Puskitas” – was launched. Alex Puskitas is a<br />
fictional, underdog athlete who is capable of overcoming the odds<br />
and “bringing out his best” in order to achieve his goals. He<br />
symbolises the spirit of the athlete – that of participation and<br />
striving to be your best.<br />
OLYMPIC PERSONAL TRAINER<br />
The Olympic Personal Trainer (available as a module on<br />
www.olympic.org) is a new interactive concept developed to help<br />
young people learn directly from top Olympians about the<br />
Olympic values.<br />
Users can watch videos, choose their favourite trainers, and even<br />
embed videos in their own blogs.<br />
PRINT AND DIGITAL MEDIA<br />
Spanish artist Jesús Morilla created the “The Best of Us” artwork,<br />
which features his interpretation of the Olympic Values of<br />
Excellence, Friendship and Respect. The images have been used<br />
in both print and digital campaigns.<br />
To see all the elements of the campaign, visit:<br />
www.olympic.org/uk/bestofus<br />
IOC MARKETING MEDIA GUIDE / 42
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