Commonwealth Games All as one

Since 1930, the Commonwealth Games have inspired millions of viewers and realised the dreams of thousands of athletes. In 2022, it was Birmingham’s turn to carry the torch and establish a legacy for the West Midlands.

With all eyes on the region, the pressure was on. Encompassing the vibrancy and passion of the city, the colourful campaign brings the thrill of live sport to life and challenges perceptions of both the games and the region.

We shattered outdated perceptions to reveal a city rich with untold potential - hosting unforgettable games and inspiring a generation ready to shape the future. 

 We amplified the powerful stories and defining moments that resonated throughout the games and far beyond, leaving behind a legacy of pride and inclusion. 

The Commonwealth Games 2022 generated over 40,000 volunteer registrations, 1.5 million ticket sales and 154 million social impressions.