The United States Olympic Committee (USOC) is one of the very few Olympic teams in the world that receives no government funding.

With London 2012 looming, the USOC was looking for a new platform to raise money in support of their athletes. For the idea we created “Raise Our Flag’, a way for every American to make donations of $12 or more, by adding a stitch that makes up a US flag. The final result, the flag that accompanied Team USA as they made their way out in the Opening Ceremony of the 2012 Games.

Case study film


A website showed progress of the flag being built by Annin Flagmakers (same flag makers as the Moon landing and Iwo Jima).

This crowdfunded flag resided over team USA headquarters the entire games, and on it’s conclusion was presented to President Obama and the First Lady in honor of the direct support of the public.


Partners: VML NY