A photograph from the Up at the 02 campaign by Born + Raised for Arco. The photgraph shows Managing Director Andy Weir on the roof of the London O2.

Andy recently found himself braving blustery winds and knee-trembling altitudes at the summit of London to celebrate Arco’s exciting new three-year agreement with AEG Europe to become Official Safety Equipment Partner of The O2 and Up at The O2.

We have created a new ‘Experience is Everything’ sponsorship campaign for Arco which aims to build more than just a standard brand placement by telling a more emotive story. Arco has pledged to keep the 10,000 intrepid climbers that visit Up at the O2 every year safe during their urban mountaineering experience by providing specifically designed safety harnesses, shoes and clothing.

Our challenge was to capture the essence of the Arco brand while entering into the state of mind of the thrill seeking climber. Most people aren’t interested in the details of safety equipment, they simply want to enjoy their adrenaline thrill in a safe way.  Our ‘The experience is everything concept’ neatly aligned the experience of tackling the Up at the O2 experience with Arco’s proud 130-year heritage in safety. It positioned Arco as a positive enabler, a brand that helps people stay safe so that they can enjoy every moment of their O2 experience to the full.

Our Creative Director Bew Knox, and Senior Account Manager Marianne Lamb have also since made the ascent and taking on the climb was a massive help in getting into the mindset of visitors. And we have to say, it’s an experience not to be missed.