How do we get the world to think and feel differently about the UK?
A national brand that communicates how GREAT our stuff and talent is, around the world.
The campaign represents a fresh way of talking about and promoting our country, home and abroad.
The British Government launched its GREAT campaign to “get the world thinking and feeling differently about Britain, repositioning us as a vibrant, inspiring and innovative nation to visit and invest in now” - David Cameron
The GREAT Britain campaign is a platform to make the most of the 2012 legacy; the Olympics, Paralympics and the Queen’s Diamond Jubilee.
The campaign has already delivered a direct return to the economy of over £1.4bn.
Role / Creative Director
Deliverables / Brand identity system / Positioning / Tone of voice / Art direction / Digital campaigns / Printed communications / Guidelines
In collaboration with Radley Yeldar