2012 will see a unique combination of events for Londoners. The Mayor of London is presenting a £90 million program of free cultural events and activities. Our task is to engage Londoners with this ‘Summer Like No Other’. Whether people have tickets to the Games or not, we’re creating anticipation and involvement in once-in-a-lifetime opportunities, from London’s biggest ever street music event to top secret performances by world class artists. Our visual language for the campaign highlights the iconic nature of the events and the city housing them, encouraging Londoners to look at their city with fresh eyes.