How we used insight-led storytelling and athlete-led creative to help equestrian sport become one of the most talked-about sports of Paris 2024.
The challenge
Equestrian sport holds a powerful but often misunderstood position within the Olympic ecosystem: highly technical, elite in perception and historically underrepresented in digital culture. The Fédération Équestre Internationale (FEI) set a bold brief.
The goal
Make equestrian one of the most engaging and talked-about sports of the Paris 2024 Olympic & Paralympic Games and surpass the results of Tokyo 2020.
But this was about more than reach. It was about reframing the sport’s brand, modernising its image and capturing the emotional core of what makes it unique – to drive future global demand.
Our approach
We led with a core insight – the heart of equestrian sport is a relationship not just a result.
This became the creative foundation for the campaign.
Pre-Games – A Bond Like No Other
Emotionally led storytelling focused on the bond between horse and rider, designed to resonate with animal lovers, lifestyle audiences and first-time Olympic viewers.
Games Time – A Sport Like No Other
Real-time creative captured in Paris reframed equestrian as a high-performance sport, showcasing its drama, grace and intensity.
Post-Games – A Games Like No Other
A reflective phase celebrating equestrian’s breakout Olympic moment through athlete voices and high-performing content, building sustained relevance beyond the Games.
This wasn’t about making equestrian louder. It was about making it matter.
Redtorch delivered:
- campaign strategy and value proposition development
- creative concept and campaign identity
- TV launch film + digital-first social asset
- paid media strategy and execution
- real-time social production with on-site team in Paris
- ongoing performance optimisation across platforms
The outcome
The campaign shattered benchmarks and shifted perception:
- 733 million impressions (+32% vs. Tokyo 2020)
- 360 million video views (+543%)
- 12.4 million engagements (+71%)
- 334,000 new social followers (+33%)
Most importantly, we elevated equestrian from an overlooked Olympic discipline to a culturally relevant sport.
