Connecting the nation with Team GB and creating the best support for a British team ever through Our Greatest Team campaign

At London 2012, Team GB and ParalympicsGB were set to compete as the single largest, most diverse, best prepared and most ambitious team ever to represent GB and NI. This was Our Greatest Team – 900 athletes, 60 million strong, with the support of the whole nation behind them.

We created and developed the campaign strategy, plan and creative identity for Our Greatest Team, a campaign of unprecedented scale and scope, with a clear objective to build the best support for a British team ever and designed to maximise home advantage, create long-term value and build an inspirational brand.

We were involved in all aspects of the campaign: strategy development, communications planning, film scripting and directing, partner briefings, defining the graphic style, branding environments and producing a wide range of support collateral. Within this scope, we supported the branding of key venues including Team GB House, the headquarters for the British Olympic Association during the Games and the primary venue in the Olympic Park, Stratford, for the athletes, their families, VIP hospitality and the Media, as well as satellite venues such as the Team GB Preparation Camp at Loughborough University and the athlete accommodation in the Olympic Village.

With the nation behind them, Team GB secured the biggest medal haul for our national Olympic team in the modern era and achieved 3rd place in the overall medal table.

View the full case study or visit www.ourgreatestteam.com/thestory to see some of the inspirational videos and social media activity that fueled incredible levels of public support across the nation.

Our work has also been recognised on the Design Council’s new digital hub – Beyond 2012. ‘A living monument to London 2012′, Olympic design stories have been captured in this online space to promote UK design to the world, aiming to inspire a future generation of designers. Check it out here.

We have worked with the British Olympic Association since 2009, initially helping the new leadership team to define and articulate a new strategy, implement a new brand identity and manage a move to new offices in central London.

For the 2010 Winter Olympics in Vancouver, RBL created a ‘Best of British’ campaign, that was implemented across Team GB’s accommodation in the Olympic Villages, creating a shared identity for the athletes from different sporting disciplines.