Benvon Crumpler, vice-president of marketing at BBC Worldwide Channels, says, ‘The aim of the campaign is to celebrate all things London. The eyes of the world are on London this year, and although we’re not the official broadcaster internationally [for the Olympics] we still wanted to ensure the spotlight was on London for all of our regions.’

THE CHALLENGE:

With the eyes of the world on London in 2012, BBC Global News and BBC Worldwide Channels wanted to remind international audiences of their unique ability to shed light on the host city of the 2012 Olympic Games.

The challenge was to create a TV campaign, press ad and identity that would span a wide-ranging season of programming while refreshing audience perceptions of London as a vibrant and dynamic 21st Century city.

THE SOLUTION:

We created a multi-layered campaign under the overall banner “London Calling”.

A key part of the campaign is a set of seven one-minute films featuring a selection of Londoners (celebrities and residents alike) talking about their London – naturally prompting a sense of passion, excitement and intrigue around the city of 2012. The films were woven together with the London Calling campaign branding and music.

For the main TV trail we shot scenes around London at night to show the city literally being lit up by its people to welcome the world in 2012.

THE RESULT:

The London Calling campaign was released across EMEA on May 4th, and was featured in Design Week.