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RKCR/Y&R Turns U.K. Into Giant Stadium for BBC Olympics Opening Titles

Creativity Pick of the Day

Published on .

RKCR/Y&R and Passion Pictures' Pete Candeland team up for "Stadium U.K.," BBC's title sequence for the London 2012 Olympics.

The animated sequence centers around the idea of the U.K. as one giant stadium, featuring British athletes practicing in every corner of the country. Swimmers dive in the Scottish lochs, sprinters run in the streets and weightlifters practice dockside.

The specially commissioned accompanying music, "First Steps," was written and performed by Elbow, along with the BBC Philharmonic Orchestra and the NovaVox gospel choir.

For more on this work, including full creative credits, visit Creativity -Online.com.
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