London 2012 Olympic & Paralympic Games
Games Makers
Agency: McCann LondonRole: Creative Creative: Chloe Grindle Photographer: Peter Marlow
The Brief: recruit 70,000 volunteers who'll commit to working throughout the Olympic Games, with 5am starts and midnight finishes, never seeing a single game themselves. At the same time, change the perception of volunteering in the UK. The solution was not to call them volunteers; that's what old people do in charity shops; we inspired a generation by calling them Games Makers.