ABOUT

Our challenge was to demonstrate brand relevance and distinctiveness for Target Neutral at the BOA final preparation camp in the six weeks prior to London 2012. Target Neutral, a not-for-profit initiative that helps motorists reduce, replace and neutralise CO2 from driving, wanted to invite members of Team GB to show their support for a lower carbon Games. By taking part, projects that reduce global carbon emissions, would receive vital funding.

'Make your mark. Leave no trace.': Target Neutral Infinity Room celebrated the power of collective action in a novel way. Athletes passed through a room filled with floor-to-ceiling mirrored glass, illuminated by green ‘+’ signs suspended on wires and set between compact display tablets en route to collect their kit for London 2012.

Images of first time Olympians appeared alongside great champions such as Sir Chris Hoy and Sir Ben Ainslie. By the end of the journey, the message was apparent: ‘YOU + Team GB + Target Neutral = A Lower Carbon Games.’