Commonwealth Games Revealing Untold Greatness
Using hope to smash the false perceptions of the games in this city
PROOF
1.5 million ticketed spectators.
Over 20 million UK viewers.
154 million social media impressions.
50,000 volunteer applicants.
£100 million in direct economic impact.
IDEA
The goal for Birmingham 2022 was to create a ‘once in a lifetime’ moment, but the Commonwealth Games and hosting city Birmingham had the same problem: false perceptions hiding their brilliance. We needed to blow these old ideas apart to show the region, the UK, and the rest of the world what they really had to offer - because we saw that they both had the same unique advantage – they represented the future. Through an explosive design language, we created a platform that could form and reform in any media, whether static or motion. With kinetic type and imagery, our visual platform mirrored the attitude, boldness, and energy of the Commonwealth Games and their hosting city.
IMPACT
We shattered preconceived and outdated ideas to represent a city of untold greatness, hosting games with untold greatness, and speaking to a generation of untold greatness. We echoed the powerful stories and moments throughout the games and beyond. Attracting 1.5 million ticketed spectators and over 20 million viewers in the UK alone.
Capabilities
McCANN
Creativity on a global scale
