Blogger Rebecca Caroe interviewed Big CD Joe Holden about the creative process involved in the Barfoot & Thompson’s World Masters Games sponsorship. “I was stunned by ingenuity of the imagery,” she wrote. “Here’s the poster [above] near my office, which prompted me to find out more about the context.”
Caroe is a B2B digital strategist, and part of Lightning Lab NZ, a four-month, mentor-intensive, business acceleration programme based on the best-of-breed accelerator model developed by TechStars in the US.
Joe Holden told her: “There are 28 different sports and sub-events within these games. We couldn’t use ideas that only showed one sport because that would be ignoring 27 others; so multiple executions would not be possible.
“To do it well, we realised we needed to put all our eggs into one basket – it was a craft job and had to be done really well to work on any format – you get prolonged enjoyment by seeing more detail.”
- Read Caroe’s in-depth interview with Holden here
- And the original M+AD coverage of Big’s campaign here
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