CHALLENGE: To sell tickets to GC2018, we were competing with people’s perception that they could see it better on TV.
IDEA: To get people to appreciate that you needed to go and see GC2018 to believe it, we demonstrated athletes’ amazing sporting achievements in the real world. After all, for most of us world-records are just numbers until you get to see what those numbers mean in real life. For example, you can hear someone high jumps over 2 metres, but it’s not until you see the bar way above your head at a bus stop that you truly appreciate how amazing that is.