CHALLENGE

We were tasked with creating a campaign that would answer two core objectives: connect with communities across the country and encourage participants of all levels to join forces.

An easy enough task during an Olympic year when the exposure for Team GB is already high, but how did they keep up the momentum year on year? And how did they combat the social stigmas some people face when it comes to exercise?

STRATEGY

The key was shifting the focus from elite, national athleticism to everyday mobility and strengthened community.

I began by empowering the community heroes, or Games Makers, by elevating their visibility within the campaign. They shared their stories and became important leaders of the movement alongside the Olympic athletes.

By showcasing everyday people, I narrowed the gulf between those at the top of their game and those who were only just learning the ropes. The Olympians, community heroes and local participants found their common ground in one thing: community sport.

SOLUTION

The finish line was in sight, all that was needed was a brand toolkit that would unite athletes, community heroes and participants under one badge.

Every team needs a crest and this team is no different. The crest was crafted as a flexible symbol that would connect all of the brand’s communication.  Let the games begin.  

The visual language reflects sports magnetic appeal; its ability to unite communities.

RESULTS

The campaign achieved 402% of its Games Makers sign up target and 194% of its attendees participation goal. 75% of attendees reported a positive experience while 77% of Games Makers said they would take part again.