CR Blog

BBC Olympics titles revealed

Advertising, Music Video / Film

Posted by Creative Review, 2 July 2012, 10:12    Permalink    Comments (22)

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

 

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here

 

 

CR in Print
The July issue of Creative Review features a piece exploring the past and future of the dingbat. Plus a look at the potential of paper electronics and printed apps, how a new generation of documentary filmmakers is making use of the web, current logo trends, a review of MoMA New York's group show on art and type, thoughts on how design may help save Greece and much more. Also, in Monograph this month we showcase a host of rejected design work put together by two Kingston students.

Please note, CR is no longer stocked in WH Smith high street stores (although it can still be found in WH Smith travel branches at stations and airports). If you cannot find a copy of CR in your town, your independent newsagent can order it for you or you can search for your nearest stockist here. Alternatively, email Laura McQueen (laura.mcqueen@centaur.co.uk) or call her on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

22 Comments

Finally something to get you into the mood for the Olympics. This is yet again brilliant execution for a channel that does not get enough praise for its sports coverage. Yes, they might spend far too much of our TV licence money on these promos but lets be honest, they are bloody good.

Fair play to RKCR/Y&R and team for a well executed piece of work.
Julian
2012-07-02 10:52:20


awesome work - well done!
chris blackman
2012-07-02 10:58:09


Saw this yesterday, thought it looked great. Inspiring stuff.
Joey Teehan
2012-07-02 11:04:12


Nice one, like the music... the animation reminds me of The Incredibles :)
bluepigcreative
2012-07-02 11:05:06


Absolutely Love it!
Davies Usher
2012-07-02 11:20:51


Lovely!
Simon Winnall
2012-07-02 11:54:03


Very nice. Similar stylistically to the Transport for London stuff - is there any relation?
Mark
2012-07-02 12:41:23


Personally, I think this would have been more truthful having an enormous CGI white elephant stomping and blundering across the UK and stampeding at anyone eating non-sponsored "health food" like a Burger King.
Zach Manchester
2012-07-02 12:52:07


@Mark - I agree, the similarity is uncanny.

@Zach - what a hilarious, creative, constructive comment. Did you come up with that all on your own or did the other Daily Mail readers help you?
Kevin
2012-07-02 14:11:57


Top music, excellent all round effort.
Few little details don't work for me. reflection in the BMX cyclists goggles is completely false given the distance to the crowd/lights in that scene. In the street scene there are shadows of the 2 people outside of the shops, but no shadow from the street lamp/bollards. Distance between the the lighting installations on top of the stadium are inconsistent between scenes. Love the mixing of the diver into the rower.
Paul
2012-07-02 16:55:53


Does anyone know who the illustrator who did the TFL poster's is???
Wheels
2012-07-02 17:07:52


wow that just made the hairs on the back of my next stand up - bravo!
simon
2012-07-02 18:41:10


I like this one, but not as much as the one in 2008. Still good, though. Checkout our feature on it: http://www.asportinglife.co/london-olympics-2012-bbc-title-sequences-revealed/
Elmer
2012-07-03 08:45:02


Interesting! I don't know much about the 'Creative Review features' but after visit the post feeling curios to know a little more. Will you consider posting more updates of it, please? Thanks!
http://www.jprmarketing.co.uk/
Rachel Roberts
2012-07-03 09:51:29


Agree with Elmer. Jamie Hewlett's 2008 'Monkey' series was a lot to live up to though. These titles are very much in keeping with the Olympics own Wenlock & Mandeville films. Assuming some of the same people were involved: https://mascot-games.london2012.com/watch/

And CR, the official Olympics 'theme tune' is by Muse?: http://www.bbc.co.uk/news/magazine-18624954
Neil A
2012-07-03 13:31:03


Great work as usual by the BBC! I know they have larger budgets, but it always makes me laugh at how poor ITV title sequences are compared to the BBC, with the recent Euros being a perfect example. I don't think budget is a valid excuse as idents by Channel 4 are usually excellent as well.
Superfried
2012-07-03 14:21:36


Nice stuff! But kinda similar to the Coke World Cup tvc by Director Edouard Salier. Great stuff anyway.
Mike
2012-07-03 15:00:28


The animation and direction is really quite nice, but the music???? No, the music murders it.
Monique
2012-07-04 08:10:39


Very nice. Did the BBC deliberately not use any parts of the (whacky) London 2012 corporate design?
ber
2012-07-10 16:28:54


It's first steps by elbow fyi
Kevin
2012-07-18 08:43:56


I love it, but I'm confused. The Olympic LOCOG or whatever they're called have invested all that money into creating a strictly controlled brand, logo and official theme tune, prosecuting grannies for knitting mascot replicas, and yet the national broadcaster just creates their own completely different vision of the game.

Artistically, I love what the BBC have done but:
A. Aren't they wasting license fees by creating their own complete brand and theme tune for a games that has already been fully themed and branded? and
B. Aren't LOCOG showing blatant double standards when some companies can be prosecuted for even using the word Olympics, while other companies can just completely rebrand the entire games?!
Philip Osborne
2012-07-20 02:05:06


Now it's all over, had the games looked like this I may have watched tuned in.
Alight Design Agency
2012-08-14 10:36:41


Tell us what you think

What happens with my feedback?

We no longer require you to register and have a password in order to comment, simply fill in the form below. All comments are moderated so you may experience a short delay before your comment appears. CR encourages comments to be short and to the point. As a general rule, they should not run longer than the original post. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.

Get the RSS Feed
NULL