Hasta La Ideas

RKCR/Y&R, Red Bee Media and Passion Pictures’ director Pete Candeland turn the UK into a giant sporting venue for the BBC’s Olympics marketing trail and title sequences

Super-stylised athletes are seen competing in Scottish lochs, terraced streets and around London in the film which will be used across all the BBC’s TV and digital Olympics content. The film also features Five Steps, the Olympics ‘theme tune’ written by Elbow.

RKCR/Y&R developed the concept, the animation was by Passion and the sequence was produced by Red Bee Media. It will be used for the BBC’s 2012 title sequences and on desktop, mobile tablets and ‘connected’ TV content. A full two-minute, 40 second version will be premiered on BBC ONe on July 3. 60, 40, 30 and five second versions will be used throughout the Games.

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

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