Our objective was to build excitement around the Torch relay on a national and local level, galvanising the nation around a moment in sporting history and cementing the BBC’s status as the exclusive Olympic broadcaster.

We were tasked with creating a national marketing campaign pointing to the start of the journey on 18th May, local activity to promote all BBC coverage of the Torch across the whole country and a visually impactful graphic world and branding to unite all of the Torch programming across the BBC from Local Radio road shows to BBC News editorial.

The resulting campaign was based on the premise of the Olympic Torch lighting up the darkest parts of the UK and illuminating everything and everyone in its path.

The graphic route came from the torch itself. It is a beautiful, jewel like object made with the very latest cutting edge technology. It is a symbol of not only the Olympic spirit but also every torchbearer.

Each hole in its striking design represents one of the special individuals who had the honour of carrying it throughout the country to its final destination of the stadium. The torch is very iconic because of them.

We used the 8,000 circles found on the torch which represent the torch bearers to form the basis of the graphic animation.
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