Alan Morrice

1 poster. 1 evening. 1 million tweets.

The 2013 Champions League Final was held at Wembley Stadium between Bayern Munich and
Borussia Dortmund. For one evening, one small part of London would become
‘Little Germany’.  Ford, one of the sponsors of 'Europe’s ‘Superbowl’,  had secured 80 advertising sites
around the stadium and surrounding areas. This would be an unprecedented opportunity to speak
to the German fans. And, the very last thing they would see before they took their seats would
be the largest physical-sized message in the entire campaign: a Mega Banner. This was our opportunity
to create something that captured the minds of 80,000 Germans fans. 

Click tweets to enlarge

A campaign built upon the journey of the fans

We knew where the fans would arrive in London and how they would get to Wembley stadium,
so we designed the campaign to reflect their journey, beginning with some light-hearted banter.

THE FINAL poster (below) got over
1 million tweets in 1 evening.

The last message the fans would see would remind every German fan of what their individual team
had achieved to get to the final. If they hadn't both beaten the two biggest teams in the world,
Real Madrid and Barcelona, it would have been an all Spanish final. This sentiment would be something
the German fans wouldn’t be able to resist. And they couldn’t.
This single poster (below) got over 1 million tweets that glorious German evening.

THE FINAL WHISTLE

At the final whistle, all digital sites across London were updated with a new message. 

The London 2012 OLYMPIC GAMES

In the summer of 2012, after two and half years of work, we launched a three month,
fully integrated campaign to announce  BP’s Sponsorship of the London 2012 Olympic Games.
Working across multiple platforms, we utilised TV,  digital print, live publishing, animated banners,
video interviews, a dedicated website, press ads, posters and Super-sites – all to salute
‘the Home Team’. A 60-second TV commercial launched the campaign.

Below is a selection of the work I created.

The campaign was launched to an audience of 20 million in the UK through TV and OOH, 
9 million visitors to London and 4 billion people around the world who watched the 17 days of sport

THE LAUNCH: A 60-SECOND TV AD.

The campaign was launched nationwide with a 60-second TV ad.
It featured the track ‘Redemption Days’ by Josh Oso. The track went on to be used by
the BBC and ITV as the theme for daily highlights of the Olympics. 

MEDIA FIRST: TWEETING STRAIGHT INTO THE AD BREAK.

We created a supporting integrated digital campaign with Channel Four, using their
TV coverage of the Paralympic Games. Our goal was to allow viewers to tweet their
support for the three BP sponsored Paralympians. Using Twitter, we made it possible for
them to send messages of support and encouragement just moments before the athletes
competed in their event.

POSTER AND MEGA-SITE 

COMBINING NINE, 96-SHEET POSTERS FOR
EUROPE'S BUSIEST ROAD.

The Cromwell Road Super-site is unique in the UK. It is Europe’s busiest A road and is the
gateway from Heathrow airport into London. This gives it an X-Factor status in UK outdoor advertising.
We combined 9 separate 96-sheet posters into one Olympic-sized message using photography
from the print campaign and 20-foot tall cut-outs of athletes.

USER-GENERATED CONTENT

The campaign continued via Facebook, where people could nominate their own ‘off-the-track’
hero who was playing his or her important part in making the Games happen. This allowed us
to integrate user-generated content from BP’s dedicated Facebook page. Once ‘The Home Team Heroes’
were selected, their photos were uploaded directly to multiple digital sites across the capital.

Digital

We created digital content featuring the athletes and the people who helped make the 2012
games possible. Each page supported bespoke interactive click-through video interviews.