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.
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. Key individuals were chosen to depict the diversity of modern London – from fashion to poetry, sport to taxi-driving, news reporting to running a shop. Featured celebrities included Kelly Holmes, Louis Theroux and Zandra Rhodes. Each participant was filmed in their favourite location in London in an iconic red chair, creating a sense of intimacy and campaign cohesion. The films were further woven together with the London Calling campaign branding and music.
“We briefed Red Bee to develop a multi-media campaign that demonstrated the BBC's intimate knowledge of London and brought to life the energy and dynamism of both the city and our brands in 2012. We are delighted that Red Bee succeeded in ticking every box with the London Calling campaign” - Ruairi Curran, Head of Marketing: Global English and Languages Editorial, BBC Global News.