Rio 2016 Social Campaign / Camelot
World-class social content, with record-beating engagement for an Olympic sponsor.
In the summer of 2016, we were asked to create exciting and informative content, that celebrated the great work that The National Lottery does for TeamGB.
We devised two social campaigns. And a big overhaul of TNL's social channels during the big games. I was responsible for leading, directing, and creating all the content throughout the campaigns.
The campaign performed better than any previous TNL campaign. In fact, the content helped TNL earn the number one spot as "the most mentioned brand" during the 2016 Olympics. It gained more than 20,000 mentions, almost three times more than other sponsors including Nissan and Visa.
Countdown to Rio
In anticipation of the big games, we wanted to hammer home how TNL help fund Team GB. We converted dry data into tangible and interesting facts.
We brought those stats to life through short animations, bespoke illustrations and kinetic typography.
You made it possible
A reactive social idea that celebrated the best performances or athletes in real-time.
By partnering with Getty, we were able to get our hands on live-action shots as they were happening. We aimed to deliver animated content, that heroed the best stories, in only a few hours of it actually happening.
My creative partner and I were responsible for choosing the story, writing copy, and setting art direction for each post - all in real-time. We then used 2.5 parallax (a style of animation) to bring each image static to life.
These reactive posts drummed up a lot of fuss on social. Each post reaching audiences of over 2 million and getting over 1 million likes and shares.
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Role: Art director & designer
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Agency: Waste Creative
Copy: Andrew Bentham
Project Tags
Companies
Camelot
- Gaming