Client: BP
Agency KBW
Project: BP Target Neutral - Immersive Environment
Role: Concept Design / Ideation
Background:
For the London 2012 Olympic Games, BP Target Neutral was the official Carbon Offset partner.
The BP ‘Infinity Room’:
Reflected light, space and illusion, were used to convey a sense of mystery, sensuality and intimacy to symbolise the opportunity that at London 2012 presented for people to ‘make their mark, leave no trace’. Team GB members were uniquely placed to inspire others to engage with the BP brand story: “You + Target Neutral = A Lower Carbon Games”.
The interactive game:
The enthusiasm of the Team BG athletes helped to persuade over half a million spectators to register their journeys. This set a new world record for the highest number of people to offset the carbon from their travel to a single event.
The "Reduce your carbon foot print" interactive game where you would push down with your hands to reduce the carbon coming from the ground. A simple but effective way of increasing engagement by introducing a fun element to the overall experience.
Outcome:
The response from the public was overwhelmingly positive and people enjoyed the engaging experience. BP as a client was very happy with how the carbon footprint message was conveyed as it projected the brand message and values well.
