After a successful Olympic year in 2024, TBWA\NEBOKO faced a new challenge: achieving the same targets without the benefit of major tournaments, headliner athletes, or significant media firepower.

To make an impact, TBWA\NEBOKO shifted its strategy from chasing exposure to acting on the belief that technology should bring people closer. This led to a reevaluation of their sponsorship role, transforming from promoters to facilitators of connection.

Instead of using the logo to claim space, TBWA\NEBOKO created space for messages from athletes’ loved ones, driven by the powerful insight that emotional support means more than a brand ever could.

The World Cup live broadcast served as the launch moment, with the campaign growing organically through PR, social buzz, and earned media.

By flipping a convention on its head, TBWA\NEBOKO turned a media challenge into a meaningful moment, reaching people far beyond the event itself. And it’s just the beginning… 

To truly support its athletes, TBWA\NEBOKO devised a heartfelt initiative for Odido by turning to the people who matter most: friends and families. These loved ones were invited to write personal messages to give athletes strength.

In a secret effort, these messages were printed on the official race suits exactly where the Odido logo normally appears, further strengthening the connection between athletes and their ‘inner circle’ and providing joy and motivation in their battle on ice.

The entire Dutch short track team was surprised with personal video messages from their loved ones before unboxing their custom suits. The emotional reveal was captured and shared on social media. The swapped logos made their TV debut during the World Tour.

With a minimal budget, the campaign relied on precise planning, low-cost production, and a powerful idea. And it doesn’t stop there: Odido will continue to donate its logo space on national team kits in multiple sports leading up to the Milan 2026 Olympics.