With a year to go to 2012, we were challenged by adidas to make them the most talked about Olympic sponsor.
Whilst other sponsors were marking ‘a year to go’ with traditional press conferences, we brought together legendary hip hop star, Snoop, with British triple jumper, Phillips Idowu and Team GB Basketball team to a purpose built basketball court in a warehouse in East London, setting the stage for the ultimate Hip Hop, Skip and Dunk.
3 months ahead of launch we announced the launch of Team GB’s kit designed by Stella McCartney. We filmed the athletes being fitted for their kit and showcased the kit to international fanfare at The Tower of London.
A month to go, we produced a film that saw David Beckham surprise a number of Team GB fans in a photo booth positioned at London’s Westfield shopping centre. Amazing reactions, genuine disbelief and tears from a young football fan, saw this film hit over a 4 million views (YouTube) and was picked up by media around the world making adidas the most recognised Games sponsor.
With the Games coming to a close, we had to decide how to celebrate the success of Team GB and the Olympics as a whole and capture the mood of the nation. We developed the idea of Team GB lipsyncing to Queen’s uplifting pop ballard, ‘Don’t Stop Me Now’ filming athletes letting their hair down. Edited and released within 24 hours on the morning of the closing ceremony, the content ran every 20 minutes on global news channels and reached over one million views in under 12 hours, bringing closure to the social media strategy #stagetaken.
Watch the Olympic highlights here: