’Never miss a moment’ the 2012 Olympics in London with the BBC

RKCR/Y&R, Red Bee Media and Passion Pictures' director Pete Candeland transforms the United Kingdom into one huge sports field for the BBC 2012 Olympics promotional spot. Animated characters make their way down from Scotland to London via the Thames to the beat of Olympics theme tune ‘Five steps’ penned by Elbow.

Londoners themselves weren’t all too keen on the games to begin with – the whole city shuddered at the upcoming onslaught of millions of additional commuters. London’s Victorian public transport system is already close to bursting point. Transport for London has even unleashed a campaign that encourages Londoners to walk and leave the tube riding for the tourists. Turns out it wasn’t that bad after all – social networking sites are awash with even the hardest Londoners softening with Olympic fever and the media has reported that London is complaining of a lack of tourists!

Either way, we are loving the Olympic summer games (until August 12). RKCR/Y&R developed the concept, the animation is by Passion Pictures and Red Bee Media took care of the production. The 2.40 minute long version premiered on July 3 on BBC One. 60 second, 40 second, 30 second and 5 second versions will be used during the games.

It should also be remembered that the Olympics originally incorporated the arts in its competitions. And so we would like to use the summer games as a wonderful occasion to present our LONDON SPECIAL, which also includes a big 175 Years of the RCA special report.





Credits
Agency: RKCR/Y&R
ECD: Damon Collins
Creatives: Jules Chalkley, Nick Simons, Ted Heath, Paul Angus
Production company: Passion Pictures/Red Bee Media
Animation production company: Passion Pictures
Director: Pete Candeland