This week, RKCR/Y&R has launched a new campaign for the Police and Crime Commission.
The campaign, which runs until 24th October, aims to create awareness of the elections occurring to appoint local Police and Crime Commissioner happening on 15th November and crucially, encourage voter turnout.

The creative idea holds a mirror up to society and by using a CCTV mechanic showing ‘real life’ crime scenarios invites the public to vote for their local Police and Crime Commissioner and to help make a change to how crime is dealt with in their community.

The team who created the idea behind the campaign were Richard Fox and Jamie-Philip Woodington. It was CD’d by Gethin and ECD’d by Mark Roalfe. The TV and Online film was directed by Ron Scapello and produced by Rogue Films and the Press and poster was shot by Josh Cole.

The fully integrated campaign airs across England and Wales comprises of a 30” TV ad, a 60” long-format online film, Press, Outdoor, Radio, Digital and a partnership with Channel 4.
The brief was won after a 4 week pitch process at the end of July.

London, 4 July 2012: The BBC has unveiled its marketing campaign and title sequences for the London 2012 Olympics. The animated trail is based around the concept of ‘Stadium UK’ – bringing the nation together in a huge Olympic Stadium to enjoy the BBC’s comprehensive coverage of the London 2012 Games. Designed to be used across all the BBC’s television, radio and digital Olympic content, it features the specially commissioned music First Steps by Elbow.
In the integrated title sequences and marketing campaign the UK is seen as a giant stadium with Olympic athletes preparing and competing in quintessential British landscapes showing how every corner of the country is involved in hosting the world’s greatest sporting event. From swimmers in Scottish lochs; sprinters in terraced streets; a BMX rider on a cliff top; a weightlifter preparing dock side; track cyclists racing around quarries; and long jump on beaches; to gymnasts on the streets of London - Olympic athletes compete across the UK all encompassed by a giant Olympic Stadium. Wherever you are in the UK and whatever you are doing, the BBC will make sure you never miss a moment.
First Steps was written and performed by Elbow, alongside the BBC Philharmonic Orchestra and the NovaVox gospel choir. The music will be used across all the BBC’s Olympic coverage and marketing campaign for television and radio. First Steps by Elbow will be available as a digital only download from 27 July with all profits going to BBC Children in Need and Sport Relief. Elbow has waived all fees and royalties from the digital download and the retailers have waived all profits from the release.
Elbow lead singer Guy Garvey said of the track: “Writing a theme tune to accompany images with which everyone is familiar is something that Elbow find simpler than writing songs for a new album. The Olympic Games is about the coming together of people to celebrate our best athletes and it was as important to have a sympathetic theme for the losers as it was for the winners. Due to the unique way the BBC is funded we got to play with a world class philharmonic orchestra as well. Making First Steps was an absolute treat.”
The ‘Stadium UK’ animation will be used throughout the BBC’s London 2012 marketing campaign, as well as being used for the BBC’s London 2012 television title sequences and providing digital imagery for desktop, mobiles, tablets and connected TV content.
Louisa Fyans, Head of Marketing and Communications, BBC 2012, said: “The BBC’s Olympic campaign had a challenging brief. It had to deliver a campaign that reflected both the unique role the BBC plays as the UK’s Olympic broadcaster and one that reflected the size and scale of the Olympic Games. It also had to be something that could be used for titles and branding for the rest of the BBC’s Olympic coverage across all platforms. Animation enabled us to deliver to this brief and helped us create something really special for the BBC’s London 2012 campaign.”
Creative agency Rainey Kelly Campbell Roalfe Y&R (RKCR/Y&R) developed the concept for trails, title sequence and digital imagery for BBC 2012, the animation was created by Passion Pictures, and produced by Red Bee Media.
Alison Hoad, Joint CEO RKCR/Y&R, said: “As a nation, our anticipation has been building from the moment we knew the Olympics were heading to British shores. This is the biggest sporting event we've ever hosted. We wanted to capture that national pride and excitement by depicting the UK as one huge stadium, with a suitably epic anthem scored by Elbow. Naturally, it’s been incredibly exciting to feel part of the inspiration that this summer will bring.”
Andrew Ruhemann, Passion Pictures CEO, said: “Creating a new and original world for a client from a blank canvas is always the most difficult brief. But it’s also the most welcome challenge in that it’s a chance for Passion to really show what we are capable of producing. It takes a director with a unique vision like Pete Candeland to deliver a truly extraordinary film that will continue to engage and stir an audience over repeated viewings. I’m enormously proud of Pete and the Passion team for the genuine beauty and originality of the film they’ve produced. I believe it’s going to make a huge impact.”
The full two minute forty second version of the trail premiered at 7.30pm on Tuesday 3 July on BBC One, with 60, 40, 30 and five second versions used throughout the campaign.
See the trail at www.bbc.co.uk/olympics

London, 14 May, 2012: After a second year of the successful campaign for BBC, RKCR/Y&R has created a spot for the BBC Radio 2 2Day campaign directing listeners online to catch up with Radio 2’s live coverage of the event.

2Day, which took place on 10 May, sees all of the week’s radio scheduling packed into one day featuring Radio 2’s best talent over 12 hours.
The trail shows clips from the line up incorporating content from 2Day itself, featuring a voice over from Chris Evans. The ad aims to drive people online to catch up with the live gigs, outside broadcasts and interviews which took place during the day.
The pre-trail, which launched on 1 May, reflected the rich diversity on offer on Radio 2 and to make 2Day an event people look forward to like Glastonbury. The ad swaps the voices of Radio 2 presenters; Chris Evans sounding like Graham Norton, Trevor Nelson like Terry Wogan and Dermot O’Leary like Claudia Winkleman. This provides a striking visual and audible cue for viewers to pick up on.
This year Graham Norton kicked the day off at 7am, followed by Zoe Ball with Claire Teal at the piano with Damon Albarn appearing during Jo Whiley’s spot. The day continued with Tony Blackburn broadcasting from Blackburn and ended with Chris Evans who introduced live performances from Keane, Jamie Cullum while Jessie J and Tom Jones performed a duet at The 100 Club in Soho, London.
The concept for the event was created by RKCR/Y&R for the first time last year in conjunction with Radio 2 as a response to a brief which asked RKCR to engage listeners with more of Radio 2’s diverse programming. This saw listeners tuning in to their regular radio spots to find a whole host of new content, musical genres and presenters.
Alice Huntley, Chief Strategy Officer at RKCR/Y&R: “It’s great to see the event running for the second year, an idea RKCR/Y&R had an integral role in creating. 2Day is a great example of a communications agency getting upstream with its client to demonstrate that there truly is more to Radio 2.”
RKCR/Y&R launched the campaign across TV, radio and online on 1 May, with Chris Evans launching the trail live on his breakfast show.

The first phase of the London 2012 marketing begins with the BBC’s Torch Relay campaign which will launch on 1 May, created by RKCR / Y&R. Using animation, the creative idea is based on the graphic motif of the torch itself and the 8000 holes in the design that represents each individual torchbearer. The trail opens on the DNA of the Olympic Flame and then pulls out to reveal the beautiful golden Olympic Torch, created in graphical dots. These dots begin to make up landscapes and characters. We see animated runners holding the torch and crowds coming together in celebration. As it reaches the end of the trail it pulls out to reveal the torch’s journey and the celebrations taking place across the United Kingdom. Elements from the animation will also be used in the title sequences for the BBC Torch specials, the One Show special titles and Blue Peter. Images from the campaign will also be used online on the BBC Torch pages.

The campaign starts with a 60 second launch trail running across BBC One and BBC Three, and will then move into a 40 second appointment to view trail for the One Show special on 18 May.

The Torch campaign will be the first time audiences will hear the specially commissioned Elbow track “First Steps” that the BBC and RKCR / Y&R are using for its theme tune for the Olympics. The version used on the Torch campaign is a taster for the full track which will be launched for the Games times marketing campaign and Olympic title sequences also created by RKCR / Y&R.

‘Like the Olympic Torch itself we wanted to capture the spirit of the Olympics as simply and as beautiful as possible, by bringing to life the emotion and symbolism of the Olympic Flame’ – Jules Chalkley and Nick Simons, RKCR

RKCR/Y&R has created a new Land Rover campaign for its Discovery 4 model. The work will run in the UK from 1 April.
The ad aims to demonstrate the attitude of Discovery 4 drivers showing that they have a passion for experiencing life - that they like going places, seeing things and are not afraid of finding adventure and getting themselves dirty.
The execution carries the line ‘Been anywhere interesting lately?’ which was created to encapsulate the idea that Discovery 4 drivers simply live more interesting lives than other drivers.
Directed by Vince Squibb the ad is set in a dry cleaner’s in a typical city setting.  We open on a healthy, active, fun couple continuously dropping off their latest adventure clothes - which are always covered in dirt, sand and leaves - to be dry cleaned, much to the bemusement of the owner.
The couple have a thirst for life and the Discovery 4 gets them where they want to go in their leisure time.  After several visits from the couple, the owner looks out of the window and the reveal of the Discovery 4 suddenly makes sense.  
The TVC is supported by print and digital display advertising.  
Brian Fraser, International Creative Director for Land Rover, RKCR/Y&R says: “A clever story that demonstrates the Discovery is a vehicle you can truly take anywhere!”