London 2012: the Gifts of the Games

Well it’s all over. No more Olympics, no more Paralympics. Now, attention switches to the much-disputed ‘legacy’ of the Games. And lest we forget all the great things 2012 has done for London, there’s an ad campaign to remind us

Well it’s all over. No more Olympics, no more Paralympics. Now, attention switches to the much-disputed ‘legacy’ of the Games. And lest we forget all the great things 2012 has done for London, there’s an ad campaign to remind us

Timed to coincide with the end of the Paralympics, the Greater London Authority has launched The Gifts of the Games, a poster campign and website highlighting some of the benefits that 2012 has brought to London.

 

The 11 ‘Gifts’ (presents which taxpayers did actually pay for themselves of course) range from the thousands of new homes which will be built on the Olympic Park site to arts projects and the Emirates Air Line cable car.

 

 

Each one is portrayed by photographer James O Jenkins. The ads will be running on the tube network and the DLR as well as in the Metro newspaper for the next six weeks.

 

 

Creative director on the campaign was GLA head of design Tom Lancaster who joined in 2011 and heads up an in-house creative team of designers and copywriters. In the May 2012 issue of CR, our columnist Gordon Comstock interviewed Lancaster about his work for the GLA (you can read the piece here).

 

Credits:
Specially commissioned photography by James O Jenkins
Creative direction: Tom Lancaster
Designed in-house by Caroline Sellers, Vivienne Lang, Sergio Fernandez and Lancaster.
Copy written inhouse by Helen Booth
Campaign management by Patora Dyrma
Website by David Scales at User37
Print by Park Communications

 

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