London Underdogs

As an agency project, and a small act of goodwill, we launched the London Underdogs campaign. It championed the underdogs competing at London 2012, and celebrated their human battle against overwhelming odds.


We built a website with a search feature that allowed people to find Underdogs by event and country, and used it to house all our quirky stories.


Word was spread through Social Media, reaching over 10,000 people on Facebook within a few days. This led to many ‘old media’ appearances including Australian TV and BBC News (twice). And, we hope, to some warm feelings among some unsung sporting heroes.