British brand decided zatrollit Bashny.Net

With the opening of the 2012 Olympics in London, tempers flared, not only in the stadiums. The British company, which is a strict ban of the organizing committee of the Games sidelined, unwilling to put up with the situation and launch guerrilla campaigns. Brands that are not sponsors of the Olympics, compete to see who sleeker zatrollit organizing committee with its restrictions extend to the point of absurdity.

The word - not a sparrow

McDonald's - the official supplier of food for the Olympic Village; Coca Cola - the official drink; Adidas - sportswear; Samsung - mobile machinery; Lloyds Banking Group - banking services; BMW - cars; BP - fuel.

Companies that are not sponsors, can not be used in advertising images of Olympic athletes and in general as an associate themselves with the Olympics. They are forbidden to sell products branded box on the Olympic Park. McDonald's, built in the Olympic Park, the world's largest restaurant, forbade neighboring establishments selling french fries - except in cases when it is served garnished with fish.

But even that's not all. Locog issued an order according to which nesponsorskim companies can not be used in advertising and marketing a variety of words, including "Olympic", "London", "summer", "gold", "silver", "sponsor", "Game" and " 2012 ". This decision has caused a number of negative responses that a special committee had to publish an explanation, the essence of which was to ensure that words are, in principle, can be used, but only in a context unrelated to the Olympics.

About how representatives Locog zealous, trying to protect sponsors, indicates the incident with the chairman of the committee, former Olympian Sebastian Coe. In an interview on Radio 4, he was asked whether it is possible to come to the Olympics in a T-shirt with the logo of Pepsi. The answer was negative. When Coe asked whether to come in pants Nike, he began to doubt. The upshot was that after the interview Coe organizing committee had to give a formal denial, stating that Locog can not point to the fans, what kind of clothes to them to come to the Olympic events, but groups branded clothes nesponsorskoy appear still not to be.

The organizing committee is not the first time, issuing another ban goes back down. When the policeman guarding Olympic venues, forbidden to carry on their territory in the branded food packaging, followed by an extremely harsh comments that forced the organizing committee to relent.





Rearrange terms

That tough policy Locog may be a cause for irony, the first guessed Irish bookmaker Paddy Power. She hung in London billboards with the words "Official sponsor of major sporting events in London (well here, we said it)." Below it was written, what is meant in the London borough of France - This summer there will be the traditional running competition with the egg in the spoon. Locog necessary to remove the billboards, and the bookie decided to sue him in court. Regardless of how the matter will, Paddy Power has received its share of fame.

Network liquor stores Oddbins has released a series of posters, a play on the Olympic ban, and announced that it will provide a 30 percent discount to those who come into the store with the iPhone, pants Nike, with the keys to the car brand Vauxhall, a plastic card Royal Bank of Scotland and with a check for Pepsi, bought the restaurant KFC.

British beer brand Brew Dog has launched a limited edition beer called "Never Mind the Anabolics & quot; ("Forget about anabolic steroids"), which consists of steroids and other substances prohibited by the Olympic athletes. Representatives of Brew Dog is also planning to hold a "Brewing Olympics» («Brewdolympics»), in which offer visitors to take part in these competitions, such as "the most insane dress", "skating barrels" or "taxidermy speed».

The most ingenious found himself the owner of a small clothing store in London. To get around the ban Locog, he rearranged the letters in the phrase «London 2012 Olympics» Olympic rings and transformed into squares. His idea was so popular that slogan «Lodnon 2102 Oimplycs» became the rallying of all who oppose the policies of the Olympic organizing committee. There is a website of the same name and an account on Twitter, which highlights nesponsorskie and antisponsorskie event. The project, by the way, supports the British newspaper The Daily Mail.



For Fair Elections consumer

While in London (and not only) ply special police squads brand is following, you do not break somewhere rights respected sponsors, the British street artists and their foreign colleagues painted billboards sponsored by applying them on top of their protest drawings. The union of artists who called themselves "Brendalistami" angry that big companies do not leave the man in the street to avoid the possibility of involvement in their marketing strategies.

"Brendalisty" - is not the only organization that Olympic bans do not apply directly, but which opposes them. The British design agency Unreal issued a series of t-shirts on which brands competing sponsors are partially covered by a black square. According to the outline, you can guess that he was hiding logos MasterCard, Pepsi, Nike and KFC. There is no commercial purpose to create these t-shirts have not - they were released exclusively for the employees of the agency, who walked them around London.



The Drum, one of the largest UK portals dedicated to advertising and marketing, looking at guerrilla promotions of local brands, decided to create his own project, inviting companies to come up with original advertising, which would be played upon bans Locog. Winners are promised prizes - chocolate company Galaxy, Bank of Pepsi and a coupon for a free lunch at KFC.

Among the works is a very original discoveries: for example, the billboard project with inverted logo McDonald's and the inscription, which can be translated roughly as "The winners - in a different place to eat do not want you." Another project - a billboard with colored condoms Durex c, laid out in the form of the Olympic rings and the words "Not every man wants to be the fastest." To advertise Energy Red Bull came up billboards with the inscription «Red Bull inspires you. The official drink for improving the performances of the British Olympic team ».

Street artists, creative agencies, major media and small businesses - the Olympics has suddenly become a rallying point for those who, at first glance have little in common. London organizing committee, perhaps, coped with its task from a formal point of view: the sponsors was a real untouchable gods event. However, they turned against an active part of the population that fights for their rights. The advertising industry that seems to be gone only benefit: while millions of donors turn their budgets, smaller companies partisans paint bombs at the knees, just rearranging the letters in words.

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