London 2012 Volunteers: Games Maker

The Brief: recruit 70,000 volunteers who'll commit to working throughout the Olympic Games, with 5am starts and midnight finishes, never seeing a single game themselves.

At the same time, change the perception of volunteering in the UK. Make it something 18 year olds from Britain's poorest areas want to do.

My answer: they're Games Makers. Because the games couldn't happen without them.