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