What brands can learn from Paris 2024

For the last few weeks, the city of light has been alive with the dreams of athletes in their prime. Competitors who have spent their entire lives prepping for gold have entertained us from our armchairs while we snack, drink and shout at them to ‘run faster!!’ We’ve also seen tears, tantrums, accusations of blasphemy, spandex, sequins, HEATED debates and some good old-fashioned knitting. Covid-19 even re-appeared for a cameo reprieve, who woulda thought it hey?

But it’s not just competitors who prepare to win big at an event like this. Many brands, sponsors and artists do too. So, what can we learn?

Global spectacles like the Olympics offer us valuable insights into how to be seen, how to market a commodity and of course, how to handle a crisis.

Here are some key lessons brands can learn from Paris 2024. Who knows, maybe you’ll be better equipped to achieve your own marketing gold medal before LA 2028 rolls around…

If you caught a glimpse of the Paris 2024 Olympics opening ceremony, you know it wasn’t your typical parade of flags and fireworks. Oh non merci, Paris decided to kick things off with a splash—literally. The Seine was host to a cast of thousands, a dramatic pyrotechnic display and an audacious re-enactment of the feast of Dionysus (God of wine and good times guys, not the one who can turn water into the former). Then, rising from the ashes like the icon she is, Celine blinking Dione stood atop the Eifel Tower and snatched every wig in the house with her powerhouse vocals. It was loud, it was controversial, and it certainly re-wrote the rulebook on what an opening ceremony can be.

So, what can brands learn from this bold move to defy convention? Here’s the scoop: go big or go home. Paris 2024 went for broke. It was less “We’re doing a parade” and more “Hold my champagne, I’ve got an idea.” The lesson? If you’re going to make an impression, go all in. Don’t settle for cookie-cutter marketing strategies or safe, predictable campaigns. Sometimes, leaping out of your comfort zone and trying something that makes people say, “Whoa, that was different!” Want further insight? Check out our breaking the chains of mediocrity playbook.

Like any big, global event, there is always upset, mistakes and setbacks. And none more so than for the US gymnastics team. After winning bronze, Jordan Chiles’ was stripped of her medal due to a procedural error, sending shockwaves through the sporting community. Yet, this bumpy ride offers some vital lessons for brands on how to support teammates and rebound from setbacks with style.

As we know, whenever something goes wrong, the spotlight shifts. For Jordan, the focus was flipped from her incredible performance to a judging panel slip-up. But amidst the heartbreak, true team spirit prevailed – and if there’s one thing that gets the people going, it’s a human being at the heart of it all. In a touching show of support, Jordan’s teammate, Simone Biles called her banners and shared a heartwarming snap of the two (lest we forget, they are also direct competitors). The caption read “Sending you so much love, Jordan keep your chin up, Olympic champ! We love you!”

For brands, this means one thing: when things go awry, be there to catch the fall and help each other rise back up. Whether it’s stepping in to cover a colleague’s workload or standing by a team member during a crisis. Showing unwavering support strengthens the entire crew and helps turn that spotlight right back around again. After all, every champion needs a good safety net, and a positive attitude keeps the spirit alive – even during challenging times.

If you haven’t heard the news, Mondo Duplantis, the Swedish pole-vaulting prodigy, recently broke the world record with a jaw-dropping clearance of 6.22 meters. But it wasn’t all plain, erm, vaulting. Duplantis missed his first two attempts and looked worryingly tired and worn out prior to his third. We all know the feeling. You’ve been working at something for what feels like forever, poured your heart and soul into a piece of work or campaign and it’s just not landing. There’s been set back after set back and morale and confidence are at all-time low. There might even be whispers of scrapping the whole thing and heading back to the drawing board.

Well, giving up wasn’t an option for Mondo and it shouldn’t be for successful brands either. Not only did Duplantis dust himself off and try again. He went for it. Smashing the world record, winning successive Olympic titles and becoming the first athlete to retain the pole vault title since American Bob Richards in 1956. Brands, take note: When a campaign flops or a project doesn’t go as planned, don’t pack up and head home. Instead, analyse what went wrong, learn from it, and give it another go. Sometimes, those missed attempts are just the necessary steps before achieving greatness. Treat each setback as an opportunity to hone your strategy. Perfecting your technique might mean adjusting your messaging, rethinking your approach, or experimenting with new ideas. With every iteration, you’re getting closer to your breakthrough.

Where the Parisians opted for a risqué wild and wonderful floating opener, they ticked all the boxes of tradition for the closing ceremony.  Taking place in the Stade de France, Paris 2024 was wrapped up with a stadium performance that Olympic dreams are made of. Flags were waved, speeches were given, athletes paraded, and we saw a spectacular show of artistry that walked us back from the beginning of the games in Ancient Greece via some mesmerizing pyrotechnics. Then, Tom Cruise abseiled off the roof. Of course he did.

Now, while some aspects of the closing ceremony may seem tedious to the progressive, there’s a lot to be said for ensuring that everyone, no matter how small the country or team, gets to savour their moment on the Olympic stage.

For brands, this translates to never overlooking true inclusivity and representation. No matter how much your brand evolves and changes, businesses should always keep one eye on their history, making sure no one is forgotten. Every customer, supplier and audience your brand has had has contributed to your success. So don’t dismiss their wants and needs when you focus on new products and avenues. Just as Paris 2024’s closing ceremony provided the antithesis to its opening one, it also included a hand-over performance from Snoop Dogg, Billie Eilish and the Red Hot Chilli Peppers on LA’s Venice Beach. Proving that it’s essential to have a clear path from where you started to where you’re heading too next.

So, whether you’re planning to take your brand to new heights or simply aiming to survive a Monday morning meeting, remember these Olympian lessons. Go big, support your team, keep pushing through setbacks, and embrace both the new and the nostalgic. With a bit of daring and a lot of heart, you might just find your brand on the podium.

Need a hand going for gold? Give us a shout. We promise, we won’t make you run any races—or wear sequins, unless that’s your thing of course…