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Adidas wraps the Metro during the Olympic Games


Posted by Eliza Williams, 10 August 2012, 11:36    Permalink    Comments (7)

Jessica Ennis by Ian Wright

During London 2012, Adidas has been working with UK free paper Metro, creating cover wraps for each day of the Games that feature portraits of Team GB athletes by a selection of artists and illustrators...

The project was conceived by ad agency Sid Lee, in association with the Church of London. Each cover features a different artistic style, as the selection of images below reveals:

Group Team GB illustration by Joshua Budich

Aaron Ramsey by Another Example

Andy Murray by Magnus Voll Mathiassen

Sir Chris Hoy by Tavis Coburn

Louis Smith by Charles Williams

Zoe Smith by Paul Willoughby

Here's an image of how the cover featuring Joe Wilson's image of Peter Reed looks in full, including the inside pages:

The campaign runs for the 17 days of the Games and in addition to enjoying the portraits with your morning jaunt to work, Metro readers are encouraged to take a copy of each cover wrap into your local Adidas store where you can pick up a limited edition print of that day's illustration. The project ends on Sunday, but if you act fast you can still get the last three prints!



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The August Olympic Special issue of Creative Review contains a series of features that explore the past and present of the Games to mark the opening of London 2012: Adrian Shaughnessy reappraises Wolff Olins' 2012 logo, Patrick Burgoyne talks to LOCOG's Greg Nugent about how Wolff Olins' original brand identity has been transformed into one consistent look for 2012, Eliza Williams investigates the role of sponsorship by global brands of the Games, Mark Sinclair asks Ian McLaren what it was like working with Otl Aicher as a member of his 1972 Munich Olympics design studio, Swiss designer Markus Osterwalder shows off some of his prize Olympic items from his vast archive, and much more. Plus, Rick Poynor's assessment of this year's Recontres d'Arles photography festival, and Michael Evamy on the genius of Yusaku Kamekura's emblem for the 1964 Tokyo Olympics.

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It's like Little White Lies and the 'i' had a lovechild, in the best possible way.
Luke Tonge
2012-08-10 13:05:54

Great work from TCoL as ever. Lovely to hear so many people getting excited about illustration thanks to this project. Our favorite has to be AnotherExample's Aaron Ramsey (obviously).
Handsome Frank
2012-08-10 14:07:31

Stevie Gee wins, shame its not shown.
stu ross
2012-08-10 19:26:59

Love them but why does Murray have boxing gloves round his neck?
Chris Keegan
2012-08-13 18:07:09

Love them but why does Murray have boxing gloves round his neck?
Chris Keegan
2012-08-13 19:04:47

The illustrations are great. But whoever commissioned them has obviously never read a freshly-printed Metro in the morning. If they had they would know that these kind of full-page ads literally coat the reader's hands with ink. Which is why almost all people rip off this sheet and discard it instantly.

The first I saw of these fine portraits was Andy Murray (the Nation's favourite) staring at me through the polythene liner of a Greater Anglia platform bin. Way to treat a hero...
2012-08-14 10:23:02

I love the illustration of Jessica Ennis by Ian Wright. Such a simple idea but very effective.
Chris - Designer
2012-08-16 08:56:51

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