In the summer of 2012 the Olympics came to London, and Adidas wanted to give kids from around the UK a reason to get involved.
The Olympics is a massive stage, bigger then just the athletes — it's for the whole of Britain to show off. Finding youth from the 20 outer and 12 inner boroughs of London (20/12), we created a massive localised engagement campaign. This rolled out into an online platform featuring the stories of our local heroes and activations that kids on the ground could participate in.
The summer campaign took the equity built up in our spring activity and converted into a rallying cry — Britain, take the stage.
The campaign focused on the athletes and those who support them, complete with reactive executions as events unfolded.
