Teens invited into the creative process behind the
LONDON, Feb. 15, 2012 -- In the summer of 2011,
Allowing teens present at the gig to capture and share photos and videos broke the tradition of keeping ads closely under wraps. Versions of the teens' experiences from that day are already online, building excitement, and creating conversations around the Move to the Beat program.
"We approached our London 2012 campaign in a bold new way in order to create stories that teens would love and that they would want to share," said Jonathan Mildenhall, Vice President of Global Advertising Strategy and Content Excellence at The
Created by Mother London, the first edits to be released are the
At the center of the ads is an awe-inspiring performance of a brand new track -- "Anywhere in the World"-- written by Mark Ronson and Katy B. Created as the anthem for the
Four athletes performed live at the event; Kseniya Vdovina (Russia) ran on a treadmill, Darius Knight (GB) played table tennis, Dayyan Jaffar (Singapore) recreated archery and David Oliver (USA) cleared hurdles on a raised track. Maria Espinoza (Mexico) appeared at the event via video screens and her distinctive Taekwondo shouts are featured in the anthem.
Additional footage from the event will be used to create a music video for the anthem, which will also be released as a single. The gig also appears in a series of webisodes and a feature length documentary that follows Ronson on his journey around the world.
Director Kim Gehrig comments, "When we started planning the event, we set upon an extremely ambitious aim to visually represent the fusion between sport and music. We worked to create choreography that the athletes would perform in time with the beat of the track and as we were only shooting five takes, it had to be spot on every time. We had a unique opportunity to bring Move to the Beat to life in an innovative way and I'm delighted with what we achieved."
The Move to the Beat ads will begin to air in multiple countries around the world from early 2012.
Available in global, US and local market formats as 30 and 60 second edits, the ads are one part of fully integrated marketing program for the
The anthem featured in the television commercial will be released in May.
As the longest continuous supporter of the Olympic Games movement, the Move to the Beat campaign is the biggest and most integrated Olympic Games program activated by
NOTES TO EDITORS
The television commercial, filmed on a purpose-built set in Hackney Wick, took over three months to plan. The ambitious live event filming project:
- centered on the live event filming which took place in under six hours.
- featured on-stage performances by 26 professional athletes, four Olympic hopefuls plus Mark Ronson and Katy B.
- was filmed in just five takes.
- was choreographed by Liam Steel.
- was captured by five cameras (including one positioned in a helicopter) surveying the scene filming the athletes and an audience of over 100 teenagers.