10-year anniversary of London 2012

The Brief

The Brief

LLDC sent us one of the most exciting briefs we have ever read. It required the perfect combination of digital and in-real-life campaigns to celebrate the 10th anniversary of the London 2012 Olympic and Paralympic Games.

With our unique mix of skill sets, covering digital media and destination and experiential marketing, we jumped right in to beat 9 other agencies and win this account.

Queen Elizabeth Olympic Park required a campaign idea that would work for 12 months and celebrate the 10-year legacy of London 2012, one of the most successful Games in history.

Beyond the Games, east London was regenerated and transformed. Our job was to create an idea that could be shared by multiple partners across the UK. This idea needed to capture the legacy of the last 10 years, celebrate the many milestones, and look forward to the next decade, to inspire the next generation.

We introduced ourselves and our concept with an interactive timeline. This showed the evolution of London’s 2012 legacy alongside what was happening for Live – from Charlotte’s first-hand experience of working on the Games, to where Live is now.

10 years for London.
10 years for Live.

Campaign concept: Pass The Baton

Pass The Baton came from the idea of ‘passing it on’ and the ongoing ripple effect that positive actions can have.

Not only highlighting the sporting successes of Team GB, this concept celebrates the London 2012 legacy and looks towards the future of Queen Elizabeth Olympic Park and the East Bank development: inspiring generations to pass the baton.

We took inspiration from the 2012 logo to create a moving ribbon that connected the ‘then’, ‘now’, and ‘next’ elements of each design.

“The moving ribbon connects the legacy of the last
10 years – from then, to now, to the future.”

Shanshan Liu – Designer

“The moving ribbon connects the legacy of the last 10 years – from then, to now, to the future.”

Shanshan Liu – Designer

Email template

Social posts

Campaign production

When it came to telling the legacy stories of the past 10 years, we knew that video content was the best way to do this.

We connected with partners, businesses and people at Queen Elizabeth Olympic Park and had discovery calls to find out more about the part they played in the legacy of the 2012 Olympics.

We produced, directed and edited 16 short, 2-3 minute documentaries and accompanying adverts to bring these stories to life.

Adverts on social media invite people to ‘watch the full story’. These lead people to the campaign landing page, which we fully designed and built.

User journey

Legacy stories

We created stories that highlighted London’s lasting legacy and celebrated the then, now and next moments. These stories shone a light on the incredibly inspiring people who are keeping the 2012 legacy alive and passing the baton to the next generation.

Landing page

We designed and built a landing page to showcase the incredible stories of London 2012’s legacy and inspire people to share their own Olympic memories.

Park branding ideas

Using Queen Elizabeth Olympic Park as a canvas to bring the campaign offline into the real world was an incredibly exciting prospect for us. We’ve created experiential on-park branding which will be going live in March to encourage further engagement with the campaign and 10-year anniversary celebration.