+1BIB .
When everything feels overwhelming, no one should have to carry the pressure alone,not even an Olympian. And on World Mental Health Day, it was time to recognize the people who help them carry it.
We turned the most visible element of the Games: the bib, into The +1 Bib, highlighting the people who stand beside every athlete.
A World Mental Health Day activation during the Winter Olympics that put the spotlight on the ones who are usually left out of it.
Agency - Burns
Role - Creative copywriter