What's so powerful about this campaign is that these varied athletes aren't focusing on the glory at the finish line or buzzer, but rather on one moment or experience that defines them. These moments range from overcoming illness to turning a bad outcome into a positive--all things that ANYONE can relate to. And that's what makes this campaign feel more engaging versus awe-inspiring. We can all look back to a defining moment (large or small) that helped shape who we are. When we meet new people--isn't what connects us are similar experiences and not necessarily outcomes, achievements or environments?

I'm also impressed with how truly dimensional this campaign is. From an amazing digital component that will expand to posters, TV commercials and traveling exhibitions--it's a great example of incorporating other elements around the digital aspect versus the other way around that is typically more common.

So if you have 10 minutes to spare--check out the site and think back to the defining experience(s) in your life.