Team GB is one of the most recognisable and loved brands in the UK, with the ability to engage a huge audience. They wanted to go for gold and use the power of their brand to unite people, and inspire them to lead healthier, more active lifestyles.
AMBITION
Inspiring healthier living and improving Britain’s wellbeing
Our goal was to help Team GB achieve their vision of building a future where everyone could thrive, both physically and mentally. We wanted to create a powerful and memorable experience that touched people’s hearts and encouraged them to find their own extraordinary.
ACTION
Using tech and empathy to strengthen human connection
We started by exploring the incredible range of experiences an athlete must go through if they want to be the best in the world. From the dizzying joys of initial inspiration and the chance to realise their dreams, to the hours of intense training and dealing with fears of failure, it’s a truly remarkable feat of mind over matter. So, stepping inside the mind of an athlete was a humbling experience, because it gave us the chance to understand how this emotional rollercoaster affected their physical and mental wellbeing.
We worked collaboratively with Team GB to turn these emotions into something tangible, meaningful, and tech-led. We created an athlete-based digital experience called Mindscape. It pushes the boundaries of gamification and personalisation by placing people inside the mind of a Team GB athlete. Digital technologies can make our lives easier. But we believe they can be used to build empathy and create emotional bonds between people, so that we can understand each other better.
We wanted to tell these incredible stories in a way that would cultivate empathy and strengthen human connection. So, our teams factored that in to every aspect of the game. Mindscape takes people on a deeply personal journey, helping them understand what it really takes, and means, to be an Olympic champion during competitions and in their personal lives. It also creates opportunities for them to reflect, and become allies or advocates for mental health, resilience, and inclusion in their own lives.
ACHIEVEMENT
Building a positive legacy that lasts
Mindscape is now live and will be promoted across Team GB channels by various British athletes, like Nile Wilson. Schools across the UK are also be able to join the action through the Get Set programme. Team GB are using Mindscape in the run up to Paris to create buzz, drive fan engagement, capture data, and reach new fans, while also fulfilling its goal to inspire healthier lifestyles and improve the nation’s wellbeing.
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Our work has helped Team GB stay on track to achieve its vision of building a healthier and more inclusive future for all, while establishing deeper connections with its fans. We’ll be sharing more information about its impact when the campaign reaches the finishing line later this year.
