Glasgow 2014 starts search for agency to develop mascot
Published by Anne Marie Hughes on Sat 09 Jun 12 @ 22:11
Glasgow 2014 has joined forces with the BBC to launch a children's competition to design the official Glasgow 2014 Commonwealth Games mascot with exactly 1,000 days to go until the Opening Ceremony. The competition, running from 27 October to 2 December, will be promoted widely across the BBC's news, online and radio network, and also feature on one of the UK's best-loved TV programmes, Blue Peter.
At the same time, Glasgow 2014 has also started a worldwide search for a marketing agency to develop the young person's winning design. The agency will breathe life into the mascot by developing the design to a market-ready standard, and creating a number of assets such as a Mascot name and backstory, films, signature poses (including participation in all seventeen sports), merchandise guidelines and designs. The finished mascot will need to:
- help tell the unique story of the Glasgow 2014 Commonwealth Games by being the leading personality in the run up to and during the Games, whether in person or via the Look or Advertising programmes;
- successfully and innovatively engage and capture the imagination of the public, and in particular children;
- flexibly and successfully be commoditised into merchandise products including, but not limited to, soft toys, pin badges, t-shirts and children's story books;
- be easily and effectively activated by the Organising Committee, partners, sponsors, schools and other stakeholders at awareness, media and engagement events;
- be especially attractive to an online audience: participative, engaging and shareable.
The Mascot will be a significant personality in the run-up to and during the Games, used by Glasgow 2014 to welcome visitors and spectators, visit schools and community events and appear on signage and merchandise.
The mascot therefore needs to be rendered by the winning agency as:
- A static design in its signature pose;
- A static design of the mascot participating in all 17 sports taking place at the Glasgow 2014 Commonwealth Games, including disciplines;
- Animated design of the mascot participating in all 17 sports, including disciplines at a 'defining moment'.
- Part of short film including an imaginative backstory;
- A suit capable of wear by an adult at key events such as the mascot launch.
Glasgow 2014's Head of Marketing and Advertising, Martin Reynolds said:
"The BBC competition to crowd-source a mascot design from young people across the UK is an immensely exciting project. Finding the right agency to breathe life into the winning drawing or painting is essential. We are looking for an innovative company to run with the winning design, develop it to a market-ready standard, and create the extensive portfolio of designs, graphics and films that will be unmissable at Games time.
"From posters to pin badges, t-shirts to transport, scoreboards to soft toys - and of course, the life-size character suit which will welcome spectators and athletes to Glasgow in 1,000 days' time - this is a unique opportunity to be part of Games history and is a crucial agency appointment for the Organising Committee."