Following a competitive RFP, the Fédération Équestre Internationale (FEI) appoints Redtorch as lead agency for its Paris 2024 Olympic and Paralympic Campaign – A Bond Like No Other.

The London-based Research, Content & Creative agency is working closely with FEI’s in-house team on various parts of the campaign – from ideation and strategy to look & feel and creative production.

A Bond Like No Other is a digital and social media-led campaign (with the launch film also airing on TV) and looks to reach new audiences for the FEI, specifically: animal lovers and Olympic & Paralympic sports fans who would like to learn more about equestrian sport.

The campaign has two distinct phases:

Phase 1 – pre-Games: a focus on the unbreakable bond of care between horse & human.

Phase 2 – Games-time: a focus on Olympic and Paralympic equestrian sport, showcasing it as A Sport Like No Other.

“This is without doubt one of the most exciting projects we’ve ever been involved with.

It’s a genuine partnership with the FEI team: open and honest conversations that challenge, while respecting each other’s expertise.

In short: we really hope people enjoy this campaign as much as we’re enjoying working on it!”

Alex Ross, Global Director of Sport, Redtorch

Redtorch’s involvement will continue throughout the Olympic and Paralympic Games, services including content production and social media management, as well as paid media strategy and implementation. Additionally, Digital and Social Media Manager, Rozie Slack, will be in Paris to help capture lifestyle content.

What makes equestrian sport so special at Paris 2024?

Paris 2024 will be the first Olympic Games to have a 50:50 ratio of female and male athletes.  However, our equestrian disciplines are some of the very few where athletes compete with no age or gender restrictions.

Keep up to date with the campaign via FEI digital channels. Catch the action on IOC Olympic & Paralympic channels between Saturday 27 July and Saturday 7 September.


For more information, please contact:

Alex Ross
Global Director of Sport, Redtorch