London 2012: BBC gives first sight of Olympic titles

The BBC has unveiled the title sequence and marketing campaign for the London 2012 Olympic Games.

A 60-second trail 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.

The track, First Steps by Elbow, will be available as a digital-only download from 27 July with all profits going to BBC Children in Need and Sport Relief.

The UK is seen as a giant stadium with Olympic athletes preparing and competing in a range of landscapes.

Scenes include:

BBC 2012 marketing head Louisa Fyans said 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. The animation was created by Passion Pictures and it was produced by Red Bee Media.

Alison Hoad, joint chief executive of Rainey Kelly, said national anticipation had been building since London was awarded the Games in 2005.

The agency had tried to capture national pride and excitement by depicting the UK as one huge stadium, with an "epic" anthem scored by Elbow.

The band's lead singer, Guy Garvey, said: "The Olympic Games is about the coming together of people to celebrate our best athletes and it was as important to have a sympathetic theme for the losers as it was for the winners."

The track was performed with the BBC Philharmonic Orchestra and the NovaVox gospel choir.

Elbow have waived all fees and royalties and retailers will not take profits from the download.

The full 2min 40secs version of the the trail will be broadcast at 19.30 BST on Tuesday 3 July on BBC One with 60, 40, 30 and five second edits used throughout the campaign.