Deloitte | The brains behind the games


The London 2012 Olympic and Paralympic Games was a Deloitte co-production. As professional services sponsor, they were involved in everything from drafting the bid to legacy strategy. Yet Deloitte was typically seen as an accountant. How could they use the Olympic opportunity to make people rethink their offer?

No professional services firm has ever played such a central role in helping deliver the greatest show on Earth. Deloitte was involved in every aspect of the 2012 Olympics, drawing on capabilities that went far beyond accountancy.

That made the Games an ideal opportunity to present Deloitte in a new light. By showcasing the breadth and depth of Deloitte’s involvement, our campaign helped shift perceptions away from accountancy to a more comprehensive suite of consultancy services.

We achieved this through a storytelling approach that married the rigorous world of consulting with the emotional rollercoaster of the Games.

The campaign was voted runner up for best integrated B2B campaign of 2012.