Gowling WLG - Commonwealth Games Sponsorship

Creative Director for Lets Go! campaign

Creative Direction
Branding
Video Production
Campaign Strategy
Graphic Design

Summary

What was delivered and how

Services

  • Creative Direction
  • Brand Strategy
  • Video Direction
  • Graphic Design

Deliverables

  • Successful pitch and tender executions
  • Video and Motion Graphics
  • Large format print & digital experiential
  • Optimized brand executions

Outcomes

  • Positive kickstart to wider games campaign
  • Strong response to New Street takeover
  • Increased enquiries and engagement
  • Pushed the brand to the 'forefront of the Games’

International law firm, Gowling...

was the first official sponsor of the Birmingham 2022 Commonwealth games. Of course, the firm wanted its communications to make the most of this fantastic opportunity, especially when it came to effectively engaging clients, customers and employees. There was also the task of ensuring that its London offices were considered, with the focus for that location being on Team England.

Let's go Campaign

The first task was to give life to a campaign that resonated with the company’s values, goals, visions, objectives and purpose. We gave Let’s Go an exciting identity, providing the visibility it needed in the build-up to the 2022 Games. With public attention usually ramping up closer to the event itself, we needed to create a big, huge, COLLOSAL impact as soon as the sponsorship was announced. That way, Gowling WLG would benefit from an immediate raised profile.

Campaign roll out

After creating a bank of assets and a launch video, we carried out a ‘takeover’ of Birmingham New Street Station, with Gowling WLG’s brand-new ‘Let’s Go’ advertising installed throughout the complex. We also shared the new branding and messaging internally using Gowling WLG’s new internal hub – also developed and delivered by us.

The opportunity to experience the games as part of Gowling WLG’s sponsorship was then passed onto the colleagues via the hub, with everyone from partners to administration and operational staff welcomed to get involved with Gowling WLG’s CSR projects in both Birmingham and London.