British Athletics

shoot for the stars.

the challenge

After a break from the stadium in 2014, 2015 sees a return of world class athletics to the Olympic stadium. An opportunity to take advantage of the athletics advertising carried out by the primary sponsor for the events had been highlighted, as had the opportunity to carry out photoshoots using elite athletes.

the solution

With an increased focus on achieving synergy between British Athletics event material and the in-store promotion of the events’ major sponsor (Sainsburys), we successfully developed a campaign that ran right across the winter indoor series, through to the summer events, including 3 days at the Olympic stadium.

Photoshoots were arranged and conducted to fit in with athlete availability- all of which were directed so that consistency could be achieved with final imagery being used alongside imagery from shoots conducted at different times and in different locations.

“Working tightly with Sainsburys and British Athletics from the outset of the branding of these events, gave us many additional factors to include in our thinking. The tenacity of our Account Manager and the willingness of all parties to create a campaign that was effective on all levels means we achieved what we were aiming for with no creative compromises.”

Matt Ansell, Creative Director

the results

The indoor season was a great success in terms of awareness and ticket sales, while the outdoor season saw near capacity crowds at all events, including the 60,000 capacity Olympic Stadium.