Gowling

Bringing Games energy into the everyday

The Challenge

Gowling had a front-row seat to Birmingham 2022, but sponsorship alone wouldn’t win the crowd. This needed to feel less like a clause in a contract and more like match-day energy running through the business. The brief was to turn the Games into a shared internal moment, get people genuinely involved, and drive nominations for the Queen’s Baton Relay in a way that felt true to how Gowling shows up when the pressure’s on.

The Craft

We took the Games straight into Gowling’s world. Offices were transformed with bold, high-impact vinyl that turned everything from atriums to shared spaces into moments of momentum, making the sponsorship impossible to miss as people returned to work. For colleagues working from home, we sent the Games to them. Bespoke boxes landed on doorsteps, packed with reworked challenges and bold illustration that turned kitchens and living rooms into part of the action. The campaign look dialled up the energy across Gowling’s brand and ran cleanly through nomination assets, digital takeovers and even a short film with Team England boxer Delicious Orie. Everything was released with intent, keeping momentum high and the nomination window firmly in play.

The Result

Offices were transformed into full-on Games territory, stopping people in their tracks

Homeworking colleagues were pulled into the action, not left on the sidelines

Nominations for the Queen’s Baton Relay gained real momentum across the business

The sponsorship landed as a shared internal moment, building pride and participation well beyond the Games themselves

Other Work

All, Brand & Communication Strategy

MUFG

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