Thrive loves to bring an activation to life so with Jeans for Genes Day this year falling on the same day as Rio’s Olympic Opening Ceremony, it provided us with the perfect opportunity to create a unique and special event that would feed the media’s appetite for Olympic content.
In the lead up to the charity’s national fundraising day, we transformed the competition pool at Sydney Olympic Park Aquatic Centre, home of Australia’s 2000 Olympic games, into a life-sized ‘Jean Pool’.
A fun play on words, ‘Jean Pool’ was designed to raise awareness that all donations for Jeans for Genes Day support researchers at the Children’s Medical Research Institute who work tirelessly to discover treatments and cures for kids born with a genetic disease.
In honour of Rio, Australian Olympic swimming champions Libby Trickett, Daniel Kowalski, Alice Tait and 14-year-old Paralympic rookie, Tiffany Thomas-Kane were recruited to support CMRI by diving into the pool for a novelty 50 metre relay. These top athletes were pitted against other Aussie sports stars and celebrities, such as, model and TV personality Kris Smith, Manly Sea Eagles NRL player Marty Taupau, and personal trainer to the stars, Cameron Byrnes.
The event was a huge success and supported Thrive’s wider PR campaign for Jeans for Genes Day 2016. ]