BBC Unveils New Olympic Titles
The BBC has unveiled the title sequence and marketing campaign for the London 2012 Olympic Games, with a 60-second trail broadcast during half-time in the Euro 2012 final.
The animation, based on a ‘Stadium UK’ concept, features the track, First Steps by Elbow, who have waived fees and royalties for the song.
The track will be available as a digital-only download from 27th July, the day of the Opening Ceremony, with all profits going to BBC Children in Needand Sport Relief.
In the animated campaign, the UK is seen as a giant stadium with Olympic athletes preparing and competing in a range of landscapes throughout the country.
Scenes include swimmers racing in lanes created by a fisherman’s net, a BMX rider preparing at the edge of a cliff, track cyclists racing around quarries, and sprinters and gymnasts performing on the streets.
The concept was devised by creative agency Rainey Kelly Campbell Roalfe Y&R.
According to the BBC, the agency tried to capture national pride and excitement by depicting the UK as one huge stadium, with an “epic” anthem scored by Elbow.
The full 2min 40secs version of the trail will be broadcast at 19:30 on Tuesday 3rd July on BBC One with 60, 40, 30 and five second edits used throughout the campaign.
