Nike '#makeitcount' by Wieden & Kennedy and AKQA

The above-the-line campaign, created by Wieden & Kennedy, shows British athletes in black-and-white portraits with their own handwriting.

The athletes' Twitter handles appear on the executions along with the "make It count" hashtag to encourage online participation.

Photographed by Adam Hinton, the portraits appear on posters and online. A series of more personal portraits of the athletes will be exhibited in Nike’s 1948 space from 18 January.

AKQA has created a social campaign across Facebook, Twitter and Nike.com. A series of online films explore the athletes’ hunger to achieve their goals in the year ahead.