The BBC was the UK’s broadcaster during the Olympic Games this year. So, before starting the competition, they organised a marketing campaign to reflect the scale of the Olympic Games.
The most important element of the BBC’s campaign was the animation advertisement where the UK was seen as a giant stadium with Olympic athletes preparing and competing in a range of landscapes. According to Louisa Fyans, the BBC 2012 marketing head, the 3D animation helped them to create something really special for the BBC’s London 2012 campaign.
The concept was devised by creative agency Rainey Kelly Campbell Roalfe Y&R. The animation was created by Passion Pictures and it was produced by Red Bee Media.
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Roxana Sescu 