In order to bring the Olympic and Paralympic Games to London, the bid committee asked us to help them define a brand that would set London apart from the other candidate cities. It was vital to build nationwide and international recognition & support from sporting organisations, government, public and media and communicate the essential messages with consistency, clarity, credibility and passion to compel the IOC to vote for London.
Working both embedded inside the bid team and as consultants, we developed the creative concepts and core narratives from the launch event, through to the development of the bid book, and the delivery of all events including the Evaluation Commission and the final presentation to the IOC.
We helped to define the bid narrative, designed innovative environments, developed content and produced marketing collateral and films. We wrote scripts and trained speakers. We helped to manage and brought on board stakeholders and the general public.
“Your contribution to London’s Olympic bid was unrivalled. It was clear from the beginning that you would go to extraordinary lengths to ensure every event was an unqualified success. Whatever the brief, the team were completely dependable. We couldn’t have won without you.” Marketing Director, London 2012
As a partner in a joint venture company, Flow Productions Ltd and our team established and managed London 2012 Ceremonies Limited – the dedicated production company that delivered the Opening and Closing Ceremonies of the Olympic and Paralympic Games. Sara Donaldson and Christopher Laue served as joint Chief Operating Officer with the remainder of our leadership team serving as Procurement Director, Finance Director and Producer of the Ceremonies.
The creative concept of the Ceremonies brought to life the key themes and priorities of the London 2012 Games – ‘Inspiring a generation’ – through sport, youth and urban transformation. It was a Ceremony ‘for everyone’, celebrating the most innovative, revolutionary and iconic examples of Britain’s rich history and unique humour. Led by a visionary creative team that included Danny Boyle (Slumdog Millionaire), Kim Gavin (Take That The Circus Tour) and Stephen Daldry (Billy Elliott), these distinctly British ceremonies were embraced by more than 4 billion viewers worldwide in 204 countries, and received widespread critical acclaim.