The BBC offered a sneak peek at the titles sequence and marketing campaign for the London 2012 Olympic Games this past weekend. A 60-second trailer was broadcast during half-time in the Euro 2012 final. Based on a “Stadium UK” concept, the animation will be seen on television coverage and used on computers, mobiles, tablets and connected TV.
In the sequence animated by Passion Pictures, the U.K. is seen as a giant stadium with Olympic athletes preparing and competing in a range of landscapes. Scenes include swimmers battling it out in lanes created by buoys on a net cast by a fisherman, a BMX rider preparing at the edge of a cliff, track cyclists racing around quarries and sprinters and gymnasts going through their paces on the streets.
According to BBC 2012 marketing head Louisa Fyans, the challenge had been to create a campaign reflecting the BBC’s unique role as the UK’s Olympic broadcaster and the scale of the Olympic Games.
“Animation enabled us to deliver to this brief and helped us create something really special for the BBC’s London 2012 campaign,” she added.
The concept was devised by creative agency Rainey Kelly Campbell Roalfe Y&R, animated by Passion Pictures and produced by Red Bee Media. The full 2 minutes and 40 seconds version of the spot will broadcast at 19.30 BST on Tuesday 3 July on BBC One with 60, 40, 30 and five second edits used throughout the campaign.