The London Organising Committee Of The Olympic Games & Paralympic Games (LOCOG) Design & Branding THE LONDON 2012 MASCOTS by Iris London

THE LONDON 2012 MASCOTS

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Industry Sports Teams & Events
Media Design & Branding
Market United Kingdom
Agency Iris London
Art Director Nina Zimmerman
Copywriter Hannah Worthington
Released February 2012

Credits & Description

Category: Charities & Not For Profit
Advertiser: THE LONDON ORGANISING COMMITTEE OF THE OLYMPIC GAMES AND PARALYMPIC GAMES LTD.
Product/Service: LONDON 2012 MASCOTS
Agency: IRIS WORLDWIDE
Campaign Project Manager: Marguerita Watts (The London Organising Committee Of The Olympic Games And Paralympic Games)
Lead New Media Producer: Kavita Kapoor (The London Organising Committee Of The Olympic Games And Paralympic Games)
Regional Creative Director/Apac: Grant Hunter (Iris Worldwide)
Creative Innovations Director: Rob Leeks (Iris Worldwide)
Senior Creative: Oskah Manchip (Iris Worldwide)
Senior 3D Creative: Tony Islam (Iris Worldwide)
Group Account Director: Susie Hale (Iris Worldwide)
Chairman: Paul Bainsfair (Iris Worldwide)
New Business Director: Rebecca Cox (Iris Worldwide)
Copywriter: Hannah Worthington (Iris Worldwide)
Art Director: Nina Zimmerman (Iris Worldwide)
Senior Art Director: Carl Addy (Iris Worldwide)
London Creative Director: Tori Winn (Iris Worldwide)
Senior Designer: Keith Franczac (Iris Worldwide)
Media placement: N/a - N/a - N/a

Describe the brief from the client
Create mascots for the London 2012 Olympic and Paralympic Games that will inspire young people to get involved with sport.

Describe the challenges and key objectives
Our key challenge was how to engage digital savvy young people with what is seen as an outdated tradition. Mascots from the past seemed to have followed a one-dimensional route.

The idea needed to reflect the diversity of the UK and celebrate its rich past and dynamic present. The forms are modern but their names reference the UK’s Olympic and Paralympic heritage.

Both designs for the Olympics and Paralympic needed to be equal in stature. The Paralympic mascot in the past has been overlooked.

The design needed to be flexible to work across multiple media and deliver a commercial return contributing to the £2bn operating budget.

Describe how you arrived at the final design
We started with a simple thought - why have 1 mascot when you could have hundreds of thousands? Customisation lies at the heart of our idea. The mascots have highly polished British steel skins and they reflect the personalities and appearances of the people they meet. Wenlock’s form is rounded and friendly. Mandeville’s is streamlined. Both mascots have a camera lens as an eye. The camera lets them capture the stories they have on their journey to 2012. They both have headlights based on a London Taxi headlight. Their forms are modern but their names reflect the UK’s rich past.

Give some indication of how successful the outcome was in the market

Young people have embraced the mascots with 90% of kids interviewed expressing a strong affinity with the characters. The sales target forecast doubled after the official toy and merchandise suppliers saw the initial designs. To date the characters have over 270,000 'likes' on Facebook and over 100,000 customised mascots have been generated on the site, with the final total expected to reach half a million by the time the games start.