London 2012: BBC gives first sight of Olympic titles
Published: 1st Jul 2012 20:46:26
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.
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.
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Harvard CitationBBC News, 2012. London 2012: BBC gives first sight of Olympic titles [Online] (Updated 1st Jul 2012)
Available at: http://www.ukwirednews.com/news/1437997/London-2012-BBC-gives-first-sight-of-Olympic-titles [Accessed 31st Aug 2014]
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With the doors to its brand new £1million training centre officially open, one of the UK's leading apprentice training providers, Bristol based S&B Automotive Academy, is showcasing its world-class facilities by launching a series of foreign student exchanges for the first time in its 41-year history. To get a flavour of what life is like as an apprentice in the UK, the Academy hosted 16 apprentice engineers and bus drivers from the G9 Automotive College in Hamburg, Germany, as part of a Europe-wide vocational training initiative called the ‘Leonardo Programme’ with support from the European Social Fund. In a reciprocal arrangement, S&B will be sending nine apprentices to Germany during February 2012 so that they can get an appreciation of life in the automotive industry on the Continent. A further three German exchange groups are being planned for next year. Designed to assist the development of vocational skills and training across Europe, including work placements for trainees, the Leonardo Programme has a budget of €1.75bn, which is helping to encourage UK organisations to work with their counterparts abroad. In what is expected to be another challenging year for employers in the UK automotive sector, S&B’s Chief Executive, Jon Winter, claims that the exchange initiative will bring many benefits to the Academy and its apprentices: “In a world of global automotive brands, it’s important for our learners to understand the international context of the industry they have chosen to make their career. This new exchange programme will enable apprentices and Academy staff alike to achieve a better understanding of the challenges and opportunities within the automotive arena in Europe. With the Academy’s influence also extending to the USA and Asia, there’s every possibility that this initiative could move further afield in the future.” Continued Winter: “The need for skilled technicians across the world is on the increase and we actively encourage our apprentices to look at broader horizons during their training. Many of them have already learned the phrase ‘Vorsprung durch Gelehrtheit’, quite simply, ‘Advancement through learning.” In the 2010/11 academic year, S&B doubled the number of successful Apprenticeships over the previous year with some 350 apprentices graduating from the Academy. At the same time, achievement levels reached an all-time high with an overall success rate of 85%. For those learners on the Advanced Apprenticeship three-year programme, success rates were even higher, at over 98%. PHOTO CAPTION: As part of their exchange visit, S&B Automotive Academy arranged for the German apprentices to visit Hampshire bus operator, Bluestar, at its Barton Park depot. The students are pictured with S&B’s Andy West (3rd right) and Steve Prewett, Bluestar’s Area Engineering Manager (2nd right). Ends http://www.sandbaa.com
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