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Everyone wants to be part of the greatest show on Earth


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Everyone wants to be part of the greatest show on Earth


BP Target Neutral, ‘Walk in the Olympic Park’
Sustainability activation. Olympic Park, Stratford, London 2012.

Challenge

Raise awareness amongst visitors to Olympic Park, Stratford at London 2012 for Target Neutral story, drive engagement as to how everyone could help contribute towards a lower carbon Games and provoke long-term behaviour change.

Solution 

Everyone wants to be part of the greatest show on Earth. Free global carbon offset scheme connecting the online and offline visitor experience. Brand sustainability activation in the Olympic Park focused round a super-sized periscope, made from recycled steel and cob end stone sourced from a British quarry that supplies BP with outcrop rock for geological analysis. 

Visitors were able to offset their carbon and have their photograph taken with a full image of the emblematic Olympic Stadium as a backdrop, using automated photo-capture system. The photographs represented each individual’s contribution to a lower carbon Games. Spectators then logged-on to Target Neutral website to download their picture and confirm the offset.  BP paid for offsets with all funds supporting lower carbon development projects around the world.

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Results


Results


New world record! - for the largest number of people to offset their journey to a single event, London 2012. 110,000photographs downloaded, 500,000+ journeys offset. “Our giant periscope was an ingenious combination of an architecturally striking structure offering a unique consumer experience. The experience proved to be one of the most popular in the Park.”
(andrea abrahams, BP target neutral)