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Published on May 1, 2012
http://www.bbc.co.uk/2012 This is the launch trail for the BBC's Olympic Torch Relay campaign. Using animation, the creative idea is based on the design of the torch itself and the 8000 holes in the design that represent the 8000 torch bearers. The trail opens on the DNA of the Olympic Flame and then pulls out to reveal the beautiful golden Olympic Torch, created in graphical dots. These dots begin to make up forms and characters. We see animated runners holding the torch and people coming together in celebration. As it reaches the end of the trail it pulls out to reveal celebrations taking place across the United Kingdom.
The Torch campaign will be the first time audiences will hear the specially commissioned Elbow track "First Steps" that the BBC are using for its theme tune for the Olympics. The version used on the Torch campaign is a taster for the full track which will be launched for the Games times marketing campaign and Olympic title sequences.