Adidas Take the Stage

An integrated campaign that ran in the UK for London 2012. The task was to make the summer Olympics relevant to young people aged 13 to 19 who had lost interest in it. 

In London there are 20 outer boroughs and 12 inner boroughs, so we recruited 32 young Londoners to be our '2012'. We shot 32 documentaries and two TV spots: one starring our recruits, inviting them to “Take the Stage” with Adidas ambassadors like David Beckham; and a second telling the story of each British athlete before his or her sports event. Phase 2 was designed to get the nation pumped and show support.

Role: Art Director/Creative lead.
Writer: Dan Chandler/Creative lead.
Creative Director: Kris Manchester.
Design Lead: Richard Hooker
Account: Paul Fitzgerald/Minh Tu Nguyen
Production: Pretty Bird/Jimmy Lee/Partizan
Directors: Isaiah Seret / Canada
Photography: Dean Rogers

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