As sole broadcaster for London 2012, the BBC wanted marketing, titles and programming that showed it was making the 2012 Olympic Games accessibleto everyone, everywhere. To dramatise this, we created an animated world in which the British Isles was one venue, big enough for everyone to be invited: ‘Stadium UK’. Within these epic surroundings, we see a whole host of Olympians (including sprinters on London streets, cyclists in quarries, weightlifters in dockyards and swimmers in Scottish lochs) preparing, then performing throughout the land.
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