Recruiting a generation of
non-volunteers to volunteer.
earned
branding
print
Awarded
Brand: LOCOGProject: Games Makers Role: CreativeAgency: McCann London
Brand: LOCOGProject: Games Makers
The brief was to recruit 70,000 volunteers willing to work throughout the Olympic Games — from 5 a.m. starts to midnight finishes — without ever seeing a single event themselves. At the same time, we needed to transform the public perception of volunteering in the UK. Our solution was simple: don’t call them volunteers. That’s what people do in charity shops. We called them Games Makers — and inspired a generation and smashed records.