To mark the opening ceremony of the 2014 Winter Olympics in Sochi, Russia, being just 500 days away, the organizing committee has announced the Games’ slogan: Hot.Cool.Yours. While I personally envision this in large type on a poster featuring attractive male skiers sitting in an outdoor hot tub surrounded by snow-covered mountains as a light powder continues to fall, that’s not what was intended.
The press release explains it thusly:
The slogan “Hot.Cool.Yours.” is intended to be a universal solution successfully combining innovation and dynamism. The first part of the slogan, consisting of the two words “Hot.Cool.” symbolizes movement, evolution and moving forward.
The word “Hot.” reflects the intensity of sporting battle and the passion of the spectators, and it emphasizes the host location of the Games, the southern resort city of Sochi.
The word “Cool.” references the timing of the Games, the fact that it is Winter Games, as well as alluding to traditional perceptions of Russia in the rest of the world.
The last word “Yours.” symbolizes personal involvement and shows that while the Games is a large-scale national project everybody can share in the victories and the sense of pride.
The dot after each word draws a parallel with high technologies (.ru) and the emblem of the Winter Games in Sochi.
That’s all good. But just incase they want to go with the more self-explanatory Hot (bodies). Cool (temperatures and attitudes). Yours (in your dreams), here’s a poster I took the liberty of sketching.
NOTE: That’s the slogan and Olympic rings on the side of the hot tub and skis and poles resting in the snow. You’d use snowboards, skates, bobsleds, luges, etc. for other athletes. Female athletes would wear bikinis in their posters for equal exploitation. You could also mix sexes and sports – so versatile.