Changing China

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Alex the Great

The IOC has just launched “The Best of Us” campaign to promote the main Olympic values of excellence, friendship and respect. I won’t bore you with the details of the campaign, suffice to say it is without doubt worthy. The best part of it, for my part, is the Alex Puskitas video. It is lovely! Who said the IOC hasn’t a sense of humour (OK they may not have come up with the concept, but they did sanction it!).

The background is: Alex Puskitas is a fictional, underdog athlete that incorporates all we want to express with the “Best of Us” campaign. He is capable of overcoming the odds and ‘bringing out his best’ in order to achieve his goals. He symbolizes the spirit of the athlete – the participation and striving to be your best.  Take a look..