Helping Team GB Remain The Nation's Most Loved Sports Team

With Tokyo 2020 firmly on the horizon, the British Olympic Association (BOA) challenged H+K to come up with a campaign with a sole aim; to galvanise public support behind Team GB. 

At the time, the nation was arguably more divided than ever and good news was in seemingly short supply. H+K built its campaign from insight that showed Team GB as the nation’s most loved sports team and one of only a few British entities with the power to truly unite.

The team opened the campaign by celebrating the good news that there was ‘(only) One Year To Go’ until Team GB once again competed for Olympic gold at the Tokyo 2020 Games. A wave of Olympic fever was kickstarted by an Olympic-style village created at Manchester’s Media City to welcome commuters on their way to work, alongside demonstrations of some of the new sports set to make their debut at Tokyo 2020 by Team GB athletes. Across the day, more than 20 broadcast interviews were carried out with the likes of Good Morning Britain, over 380,000 views were generated on social media influencer channels and the campaign was highlighted by PR Week in their ‘Five Campaigns We Liked’ segment.

The campaign for Tokyo 2020, entitled ‘This Is What Makes Us’, was then officially launched publicly with an emotional film narrated by Olympic gold medalist Kate Richardson-Walsh. Featuring a selection of iconic Team GB Olympic images, bringing to life the powerful message of This Is What Makes Us, the campaigns sole purpose was devised to unite the nation ahead of the Tokyo 2020 Olympics by celebrating all the unique and diverse elements that make up Team GB and the UK itself. 

With momentum gathering towards Tokyo, a key element of what makes Team GB diverse and unique was celebrated around Valentine’s Day. With the production of a 3-part miniseries entitled ‘Love Stories’ as part of Team GB’s This Is What Makes Us campaign, the films aimed to unite the nation by celebrating every form of love, and recognising that our relationships – whether that be with partners, siblings, children or parents – are one of the things that make us great. Following its publishing, the ‘Love Stories’ campaign was profiled in a 2-page spread in the Daily Telegraph and covered by 10 leading lifestyle titles, including Shortlist, Balance Magazine and JOE.co.uk, as well as gaining industry recognition by Sports Industry Group and PR Week. The campaign was also celebrated by featuring on the iconic screens in Piccadilly Circus, which can be viewed here.

The Olympic torch burns brighter than ever and H+K is proud to have worked alongside Team GB during the build-up to Tokyo.

Sector: Sports
Office: London