As part of P&G’s sponsorship of London 2012 we created the London Capital Clean Up. 22 clean up events all over London. This was to ensure that when the millions of visitors who came to London for The Olympics would see the best side of our city. As well as arranging the clean up events we also developed a recruitment campaign to find volunteers to actual help us clean London. We created an ad written directly onto dirty London Underground tiles. We recruited London’s most iconic statues for our out-of-home campaign. We created Europe’s largest ever piece of clean art on the South Bank. We even commissioned London artists to clean art onto dirty London Underground tiles and exhibited their art in galleries over London.

- The campaign was launched by Mayor of London Boris Johnson outside city hall. We used our long copy dirty tiles ad on London Underground trains and buses where there is a long dwell time for consumers to read copy.

We used famous London statues holding various cleaning equipment for our large scale out-of-home. These ads were also used in print, specifically London’s local paper, the Evening Standard. We used stunt media by making Europe’s largest piece of clean art on the South Bank. We commissioned 14 London artists to clean an original work of art onto dirty London Underground tiles. We then exhibited these and invited local press along to the opening. This got us valuable PR. We also developed a clean up app that people could use to geo-tag graffiti and have our P&G team come and clean it.

We cleaned unsightly areas in 22 of London Boroughs. With over 1700 Londoners giving up 5000 hours of their time, picking up thousands of bags of rubbish and collectively cleaning up over 10 square miles of the capital. We had 50,000 consumer visits to the website spending average 6 minutes (455 index vs P&G average dwell time for Super Savvy Me site). 11,000 consumers have trailed our products (coupon redemptions & sampling).

In addition we had phenomenal feedback from the Mayor’s Office: “Feedback from every event has been fantastic” Nicola Murphy, Environment Office. The employees working on the campaign were recognised by LOCOG (London Organising Committee for the Olympic and Paralympic games) as 'Sustainability Ambassadors' for their 'outstanding contribution to achieving a truly sustainable Olympic and Paralympic games. The Olympic Clean up became a legacy that will live on long beyond the Olympic games.