In 1984 the 14th Olympiad transformed this obscure Baltic capital into a city of magic and joy, celebrated throughout the world. Less than a decade later, the city had become a war zone. Citizens who had triumphed in athletic victory had narrowed their vision to survival. A whole generation of children began to grow up afraid to play or venture outside for fear of being caught in the crossfire. This year, as a new winter Olympics Games begins a world away from Sarajevo, Bosnian citizens are again walking their streets, this time looking to rebuild.
Peacekeepers remain, but the sounds of battle are stilled.
The long and arduous process of rebuilding has begun. And the youngest generation is venturing outside to find each other, and beginning, at last, to play. During the opening and closing ceremonies in Nagano, Japan, Hancock will be unveiling a new, 90-second spot intended to fuel this effort. The commercial focuses on the Sarajevo story and, in part, the impact on its children. The compelling piece concludes by announcing the new fundraising partnership.