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.
This 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 was about making equestrian sport 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 impact
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.
