London Olympics title sequence, marketing campaign unveiled

London: The title sequence and marketing campaign for the London 2012 Olympic Games have been unveiled.

The BBC broadcasted the 60-second track during half-time in the Euro 2012 final. The track, First Steps by Elbow, will be available as a digital-only download from 27 July and all profits will go to BBC Children in Need and Sport Relief. 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 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. 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. ANI