Outdoor Advertising for Special Olympics Great Britain on the Leicester Square digital screen
This project was about transforming moments of individual and organisational achievement into national celebration. Working with Special Olympics Great Britain (SOGB), we developed a series of high-impact digital outdoor advertisements for one of the most iconic locations in the UK—Leicester Square. The aim was to publicly champion inclusion, recognise outstanding accomplishments, and highlight the power of partnership through visually compelling storytelling.
Across two landmark campaigns—one celebrating SOGB’s successful fundraising partnership with Fuller’s, and another marking athlete Angus Leckonby’s extraordinary double Guinness World Record at the TCS London Marathon—we helped turn powerful narratives into public moments of pride and visibility. This wasn’t just about advertising; it was about shining a spotlight on the people and partnerships changing lives for the better.
The Challenge
Special Olympics GB needed to amplify two meaningful milestones in a way that was bold enough to catch the attention of thousands of daily passers-by in Leicester Square, yet sensitive and authentic enough to reflect the heart of the organisation.
In February, the focus was on celebrating the successful, ongoing charity partnership with Fuller’s—a relationship that has, since 2018, enabled the growth of grassroots sport for children and adults with intellectual disabilities across England, Scotland, and Wales. Through fundraising events and community engagement in Fuller’s pubs and hotels, this partnership has directly supported the development and wellbeing of over 6,600 registered athletes.
In April, attention turned to a moment of individual triumph: Angus Leckonby’s extraordinary performance at the London Marathon, where he earned two Guinness World Records. His accomplishment was not only a personal best but a moment that captured the spirit of Special Olympics—challenging perceptions, breaking barriers, and inspiring others.
The creative challenge lay in delivering both messages with clarity and emotional power—within the visual and time constraints of large-format digital advertising in one of the UK’s busiest public venues.
The Solution
We developed two bespoke creative campaigns designed specifically for Leicester Square’s digital screen environment—each tailored to its subject but connected by tone, branding, and purpose.
The February campaign paid tribute to the vibrant partnership between SOGB and Fuller’s. Using energetic photography, optimistic design, and messaging that celebrated community spirit, we highlighted the real impact that ongoing fundraising and public engagement have had on athletes’ lives. The advert didn’t just thank Fuller’s—it acknowledged the collective efforts of teams, staff, and customers who have helped make inclusive sport accessible to so many.
For April’s campaign, the creative shifted to celebrate Angus Leckonby. His story was told visually through dynamic imagery and concise, punchy messaging that recognised his double world record achievement. The advert presented Angus not just as a marathon runner, but as a symbol of the determination and inspiration at the core of the Special Olympics movement.
The Result
The campaigns succeeded in elevating awareness of Special Olympics GB among a national audience, while giving partners, athletes, and supporters a moment of public celebration. This was more than advertising. It was about telling important stories, honouring collective impact, and proudly showcasing what can happen when communities come together to support inclusive sport.