London’s hosting of the 2012 Olympic and Paralympic Games caused an inevitable deluge of sport-related advertising – whether the brands in question were ‘Official Partners of the Games’ or not. Amidst the monsoon of press ads, all featuring desaturated shots of sportspeople looking a bit too serious, I noticed something: almost all of these sport-focused brands’ expensive creations signed off with nothing more than a hashtag as a call to action. Read the rest of this entry »

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