The Copper Box Arena hosted the Weetabix ‘Ultimate Sports Day’ yesterday (14 July) at the Queen Elizabeth Olympic Park.
Mo Farah and 400 schoolchildren helped raise awareness about eating a good breakfast every morning and exercising each day.
The event, created in part by marketing communications agency RPM, featured traditional sports day races like egg and spoon, sack race, javelin, and hurdles – but with a ‘Junior Olympics’ twist.
Mini starting blocks, gold spoons in display cases, chalk bowls for the javelin and a Weetabix record board gave the event an appropriately Olympian feel – all of which RPM handled.
“To truly turn this event into the ultimate sports day, we had to host an experience that would live up to its Olympic setting,” said RPM managing director, Dom Robertson.
“The biggest challenge was ensuring the experience was practical, safe and engaging for young children whilst making sure the games were as authentic as possible, honouring Olympic traditions and features throughout,” he added.
The 400 young participants were all winners of a competition held in London primary schools. Via an on-pack competition, the kids submitted their designs for the ‘Ultimate Obstacle Course’, with the two best ideas brought to life at the event.
“RPM has managed to create an unforgettable event that’s genuinely worthy of the title ‘Ultimate Sports Day’,” said Bryony Dellow, integrated producer at BBH, Weetabix’s own agency.
The Copper Box Arena was reopened in July 2013, and now functions as a Better gym and venue for live sport events, including basketball and boxing.