For this week’s blog we thought we’d highlight something that’s been on every Londoner’s lips as of late. Whether it’s the controversial branding identity that was created by Wollf Ollins, or the fact that hardly anyone who lives in London actually got a ticket for the event, branding such a prestigious event has proved quite a challenge and quite an Olympic effort in itself.
With less than a year to go until London 2012, the olympic brand is popping up everywhere, and whether you love or hate it, you’ll be seeing a lot more of it over the coming months. What is interesting to see is how other brands and Olympic brand partners have taken to advertising the Olympics, either as an integrated brand campaign, or as a brand supporter.
Below is an example of how the Olympic branding identity offers enough flexibility to work along side other branding idents.
The Olympic brand cleverly adopts the colour palettes from other logo identities:
In particular, two Olympic driven campaigns that have caught our eye over the past few months have been LLoyds’ TV advertisement, and the British Airways ‘They will fly’ campaign. The Lloyds TV advertisement, first aired in July 2011, uses the strapline ‘Bringing London 2012 closer to you’, and shows torchbearers running one huge relay race, bringing local communities together, which I guess evokes just what the olympics is all about. Created by RKRC/Y&R, the campaign will span TV, radio, magazine and digital, with the addition of creating regional partnerships with the Trinity Mirror Group and Global Radio’s ‘Heart FM’ network.
Watch the TV advertisement here:
British Airways’ ‘They will fly’ campaign was produced by BBH; they’ve produced a very proud, and very British printed & digital range of advertisements.
Depicting Olympic athletes themselves, in flight, ready for London 2012. This campaign has also been used to promote a short film competition depicting British film icons such as Richard E Grant and British celebrity chef, Heston Blumenthal.
Printed advertising examples, featuring British icons and celebrities, with the strapline ‘We can help your talent fly’.
For further reading on this subject, we’ve recommended the following articles:
Lloyds campaign Featured in campaignlive.co.uk
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Until next time!