OLYMPIC ENERGY
At the 2010 Olympic Games, BP announced its partnership with the U.S. Olympic Committee and Team USA. However, two months later, the Deepwater Horizon oil spill occurred in the Gulf of Mexico.
The brand was deeply tarnished and needed a positive shift in its perception. BP honored its commitment to the U.S. and Team USA by sponsoring nine athletes who had overcome adversity.
We created over 250 pieces of dynamic and emotional content, rallying the team behind the team, and demonstrating BP’s commitment to providing energy for America.
“Perception of the BP brand took a huge leap upwards, from - 2.6 before the Games to + 5.9 during the Games.”
— YouGov Brand Index
Print. Poster. Banners.
AR COLLECTABLES
To introduce the athletes, Augmented Reality trading cards were given out at events and placed in Time and other magazines. The interactive cards allowed fans to engage with 3D models of the athletes and view exclusive video highlights. This AR experience deepened athlete-fan connections, blending physical memorabilia with emerging tech.
Directors: Reiss | Hill
Photographer: Christopher Griffith
CCO: Steve Simpson
ECD: David Fowler
GCDs: Ken Shuldman & KJ Bowen
CD: Don Miller
Copywriter: Josh Kessler
Art Director: Nic Wehmeyer