BBC unveils Olympics trailer
The BBC used last night's European Championship final to reveal for the first time its animated trailer for its Olympics coverage.
The trailer, devised in partnership with creative agency Rainey Kelly Campbell Roalfe Y&R, was based on a "Stadium UK" idea, with animated Olympic athletes preparing and competing in a range of distinctly British landscapes. The idea was aimed at conveying the scale of the Games and the pride the nation has in holding them, with the branding to be seen across various platforms including TV, computers, mobiles and tablets.
The animation for the ad was created by Passion Pictures and produced by Red Bee Media.
BBC 2012 marketing head Louisa Fyans has commented: "Animation enabled us to deliver to this brief and helped us create something really special for the BBC's London 2012 campaign,"
Elbow penned the song, First Steps, for the advert which is available as a digital-only download from the 27 July. The profits raised from download sales will go to the charities Children in Need and Sport Relief.
Content created with:
Rainey Kelly Campbell Roalfe/Y&R.
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