Cannes Lions
McCANN LONDON, London / LONDON ORGANISING COMMITTEE OF THE OLYMPIC AND PARALYMPIC GAMES (LOCOG) / 2013
Overview
Entries
Credits
Execution
Call volunteers ‘Games Makers’ to remind people they can help to make the greatest sporting show on earth happen.
60,000 highly motivated volunteers were required to help stage the games.
It was estimated that a pool of 240,000 applicants would be required. (Four times greater than the 60,000 places.)
Outcome
The 'Games Maker' name prompted the right kind of applicants: people without whom the Games could not have happened.
250, 000 applicants created the ideal pool from which the final 60,00 could be selected.
Games Makers were a highly effective, cost-free workforce that made the Games affordable. Their impact encouraged Rio 2016 and the Tour de France to adopt the name.
A recent surveyed revealed that 44% of UK adults wished they'd been Games Makers (20 million people!)
'Games Maker' captured the world's imagination, becoming part of everyday language. It's now in the Oxford English dictionary.
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