We were commissioned by UK Sport to create an integrated media campaign for their Road to Rio initiative, which is aimed at creating awareness for the 2016 Olympic and Paralympic qualifying events in the UK, and promoting ticket sales for them. The campaign, called Every Road to Rio promotes the authentic everyday lives of athletes, with a strong call to action ‘WE NEED YOU’. The campaign deliverables include a digital and print asset toolkit and guidelines, which will be shared with commercial partners for use across all digital and social media, as well as traditional/online advertising, radio, and event application. Some of the top UK athletes hoping for medals at the Rio Games were specially photographed and filmed for the various elements of the campaign. The Promotional Video will be extensively deployed by UK Sport across all digital and online channels.