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It wasn’t about just a 30-second TV spot, but richer, deeper content that everyone could identify with." It was a tip and nod to say ‘thank you, mum’. "Most athletes have a mum who shows unwavering support. "P&G’s insight was beautifully simple," Martin says. Procter & Gamble augmented its mother-focused approach to the Vancouver 2010 Winter Olympics and adapted its "proud sponsor of mums" campaign for the London 2012 Games, running umbrella-brand and product-specific activity in more than 100 countries.Īctivation in the UK included online content featuring athletes and their mothers, with stars signing up to appear in ads, with Victoria Pendleton promoting Pantene and Jessica Ennis as the face of Olay. It successfully fused music and sport, using those assets to elevate the brand."Īdidas won Campaign’s Advertiser of the Year. "It wasn’t just about the athletes, it wasn’t linear. "Adidas’s ‘Take the stage’ was clever in bringing in all the music talent," Martin says. There was even a cheesy, but effective, rendition of Queen’s Don’t Stop Me Now featuring Team GB athletes playing air guitar that accrued 1.7 million views on YouTube. From getting fashion designer Stella McCartney onboard to design the Team GB kit and airing the "Take the stage" TV spots, to getting ordinary people from each of London’s boroughs to take part in online documentaries, and hosting an Olympics party featuring a live performance by The Stone Roses. Campaign also named last year's follow-up for the Rio 2016 Paralympic Games, "We're the superhumans", Campaign of the Year.Īdidas pulled out all the stops for its London 2012 work. The campaign was widely lauded, not least by Campaign, which awarded it Campaign of the Year 2012, while Channel 4 continues to fight to change perceptions of disability, most recently with its diversity competition. "The work Channel 4 did around that campaign in changing perceptions around disability and almost heroing disability was fantastic. "You could almost call it the real winner," Pratt says. Channel 4's powerful campaign included TV ads depicting the Paralympians' athleticism juxtaposed with their often moving personal stories, while posters and press ads used the closure of the main games to state: "Thanks for the warm-up", reminding people London 2012 was far from over.
#LONDON OLYMPIC SONG SERIES#
The resulting track, Anywhere In The World, became the centrepiece of the campaign, which came to life across music, a TV commercial, Beat TV, a documentary and a series of digital and mobile apps called "The global beat".Ĭhannel 4 both grabbed the opportunity and brought about positive change when the Paralympic Games presented itself as the perfect platform to challenge established views.Īt a time when the Paralympics were viewed by many with disinterest, the broadcaster managed to turn perceptions on their heads. "We did all the sponsorship work on it, the campaign launch, social content and PR," Steve Martin, chief executive of M&C Saatchi Sport & Entertainment, says. "It really worked because we used music, which transferred globally fantastically,"Ĭoca-Cola recruited producer Mark Ronson and singer Katy B, while five Olympic athletes were used to create a song. "The TV ad was beautifully made and I also loved the digital 'home advantage' work and the huge image of Jessica Ennis under the Heathrow flight path reminding overseas athletes of Team GB’s home advantage."įor Rupert Pratt, director at Mongoose Sports & Entertainment, the bravery of the campaign was in its message – "‘Don’t fly… do not use our product’ and as a result really stood out," he says.įor its London 2012 activation, Coke decided to target young consumers by establishing links between music and sporting culture, deploying a campaign that included a Beatbox installation at the Olympic park that visitors could enter and then trigger samples made from the sounds of athletes. It spoke to the patriotic mood of the nation and was very much in keeping with the tone of the confident, witty Britishness shown in the Danny Boyle-directed opening ceremony.’
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"As the nation’s flag-bearing carrier, sponsorship of a home games was a great fit and the ‘Don’t fly’ idea was bold, putting long-term brand affinity over short-term ticket sales.