EDF, an official partner of London 2012, is launching a new advertising campaign to promote its role in powering the Games with electricity backed by low carbon sources.
Starting from June 25th, the major out of home campaign features images of members from Team EDF2, a group of 36 elite athletes which together form one of the largest teams supported by any company. Incorporating 15 Olympic and Paralympic champions Team EDF is set to be well represented at London 2012.
The creative features Olympic and Paralympic athletes including Victoria Pendleton and Ellie Simmonds. Photography by renowned American photographer Carlos Serrao shows the sporting stars in action, lit up, with the tagline ‘Helping London 2012 shine brighter. EDF powering the Games’.
The campaign, developed by CLM BBDO with media buying in the UK by Havas Media's UK agency MPG Media Contacts and Posterscope, will be concentrated at sites which will serve as key transport hubs for London 2012. This will include a brand takeover at Waterloo Station booked with JCDecaux. Entry and platform banners at the station will be media firsts and the scale of the use of digital assets at the station is unprecedented.
The campaign will also reach international visitors to London with a heavy presence at St. Pancras International station through JCDecaux.
Gareth Wynn, London 2012 Programme Director at EDF said: “The athletes will be the stars of London 2012 and electricity plays a vital role in making the Olympic and Paralympic Games the stage for them to shine. Featuring in stand-out positioning at key locations for travel to the Games, we hope this campaign will ensure those visiting London this summer leave in the knowledge that EDF, as a leader in low carbon electricity, is proud to be powering London 2012”.