As sponsor of the British national sailing team Skandia Team GBR, the financial services company is banking on the wider appeal of the country’s Olympic stars in a campaign that has more of a business to consumer focus than has been traditionally followed.
The latest activation event brings sailing into London and forces people to challenge their perceptions of sailing as a “sitting down sport”.
Featuring 14 of Britain’s best medal prospects for 2012, including Olympic gold medallists Ben Ainslie, Iain Percy, Paul Goodison and Pippa Wilson, this powerful collection of images, shot by critically acclaimed war photographer Robert Wilson, will be on display until Sunday 4 October.
Wilson said at last night’s launch at the OXO Gallery in London that they wanted to bring something new to the table and that differentiation included not being a sports photographer.
While the star of the exhibition in most of the photos is the water and weather of the 2012 Olympic venue, there is also a sense that these competitors are extreme athletes.
We’ll be running a follow up interview with Skandia’s sponsorship Manager Tim Sewell soon, so stay tuned for that one.
Meanwhile, check out the images at: http://www.skandiaexhibition.co.uk/