Defy Labels: Olympic Games

Extending the re-branding effort to the Olympic Games.


We engaged athletes who had overcome diversity and labels—who grappled with race, religion, poverty, illness, and size en-route to the world stage in Rio. Then we simply let them tell their story through a one-word label that they proudly bore in defiance of all stereotypes.



For an Olympic effort, we wanted a genuine focus on the athletes, not the car. So we engaged those athletes who had overcome diversity and labels en route to the world stage in Rio – those who grappled with race, religion, poverty, illness, size. Then we simply let them tell their story through a one-word label that they proudly bore in defiance of all stereotypes.

Ibtihaj Muhammed
Carlin Isles


We seeded the effort socially with teaser videos of each athlete ‘prepping’ to Defy Labels. We then released the TV spot on our channels, and our athletes’ channels – leveraging their audiences to increase reach. Another wave of athlete interview video content was released soon after. We strategically focused social posts around the athletes’ events, including releasing congratulatory videos if an athlete won a medal. The entire effort was amplified with Twitter promoted videos, Facebook and Instagram carousel units and more.


The TV spot rose to #4 in USAToday’s Olympic AdMeter Bracket… it garnered 36.7 million earned media impressions… and was top 5 amongst Olympic advertisers with a 98.12% average TV view rate according to iSpot.tv. All brand perceptions saw lifts during the campaign period.

Privacy Policy

Last Updated: August 19, 2019

Butler, Shine, Stern & Partners (BSSP) is committed to protecting your privacy on the Internet, and this section of our website will explain our privacy policies regarding what information we collect, how we use it and how we keep it secure.

We maintain this website to provide information about our company to clients, potential clients, partners, and anyone else interested in learning more about BSSP. The BSSP website also provides information of general interest to the advertising industry community.

For our internal use only, we may collect and store general information about what pages you access, the date and time of your visit, the number of times you visit, the average time spent on the site, your IP address and the name of the domain from which you accessed our site, the name of the Internet address of the web site from which you directly linked to our site and other similar data about how you and our other visitors use our site. We also use cookies. The first time you visit our site, we assign you a session ID which is stored as a cookie on your computer. Cookies do not contain any personal information about you. We collect this information solely in order to learn more about the visitors to the different sections of our site and to help us make our site more useful and informative, and we will not share such information with anyone else for any reason.

On the BSSP website, we collect names and email addresses from visitors who wish to contact us and voluntarily provide us with their personal information. We also receive resumes and creative submissions that contain personal information. We use this information for internal purposes only and do not share it with other organizations. We do not send unsolicited emails to anyone who provides us with their email through our site.

BSSP has implemented a formal privacy and security policy and takes appropriate steps to maintain the security of all personal information we hold, both on our own account and for all of our clients.

Our websites contains “links” to many other sites, and we make every effort to only link to sites that share our high standards and respect for privacy. However, we are not responsible for the content or the privacy practices employed by other sites.