British Athletics



  • Creative
  • Advertising
  • Digital
  • Social Media
  • Audio Visual
  • Design

The challenge:

With the cancelation on many live sporting events throughout 2020, the return of athletics at the British Championships in August was a huge deal. The organisers wanted to inspire the athletes and fans alike and create excitement (and viewers) for the live coverage on the BBC.

Creative strategy:

We needed to create an exciting and fresh promotional video that would not only excite sports fans across the country, it had to encourage the athletes to give up their time and be part of the bigger campaign.

The resulting, impactful video featured the voice of British athletics legend and Olympic and world champion, Christine Ohurougu. This was used to build awareness online while persuading some of the current crop of talent to join in and tell their story.

We then put together a series of questions and written directions for the athletes to answer as they filmed themselves during training. This, combined with competition footage, would allow us to share their stories and get people to get involved, either by watching the BBC or actually taking up athletics for themselves.

British Athletics - British Athletics Championships Trailer
British Athletics - Amy Hunt’s Athlete’s Story
British Athletics - Dan Greaves’ Athlete’s Story
Join the Journey
British Athletics Chapionships
From Playground to Podium