Case Study: Gowling brings Birmingham 2022 energy into the workplace with OWB Creative

Gowling drives Queen’s Baton Relay nominations with OWB Creative

Gowling, a law firm, faced the challenge of making its sponsorship of the Birmingham 2022 Commonwealth Games feel like an authentic and energizing internal moment for its employees, rather than just a contractual obligation. The brief for OWB Creative was to turn the Games into a shared experience that would drive nominations for the Queen’s Baton Relay in a way that felt true to the company's brand.

OWB Creative transformed Gowling's offices with high-impact vinyl graphics and sent bespoke campaign boxes to homeworking colleagues to pull everyone into the action. The agency implemented a high-energy campaign look across nomination assets, digital takeovers, and a short film. As a result, offices were fully transformed, homeworkers were engaged, and nominations gained significant momentum, building pride and participation across the business well beyond the event itself.

Gowling