Recalling the Pitch: The Making of the Handover from Rio to Tokyo

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For those of us in Japan, now thinking of how we are going to get ready for Tokyo 2020, the handover ceremony from Rio to Tokyo still resonates.

For eight minutes at the end of the Rio Olympics, Japan was given the spotlight. And the light shone brightly on Japan’s technology, fashion, arts, children and of course, Tokyo. They even made the solemn national anthem somewhat modern and uplifting with the stunning focus on the hi-no-maru, the red circle on white that symbolically represents the country.

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Tokyo2020 recently shared a video of this ceremony’s production, which is fascinating. These are the kinds of intense, complex projects that I would absolutely love to be a part of.

Global marketing and advertising powerhouse, Dentsu, was hired to create the closing handover ceremonies for Tokyo2020 for both the Rio Olympics and Rio Paralympics. Dentsu was paid JPY1.2 billion (USD12 million) to produce these segments, and of the big decisions they made was to include globally reknown cartoon characters: Doraemon and Super Mario.

Clearly, the transformation of Prime Minister Shinzo Abe into Super Mario and back again was the highlight of the handover ceremony. And interestingly, Nintendo is reported to have paid nothing to have one of its characters be front and center.

Four more years to go. So much to do, so little time.