Make Britain Proud Is Simply The Best
London 2012 has swept the board at the “oscars” ceremony of the International Visual Communication Awards at the Grosvenor House Hotel in central London last night.
London 2012’s promotional film “Make Britain Proud” was the most successful film of the evening. The film features cameo appearances from leading Bid ambassadors such as Sir Roger Moore, David Beckham, Dame Kelly Holmes, Amir Khan, Matthew Pinsent, Helen Mirren and Jeremy Irons. It follows a female runner on a journey through London, and showcases many of the city’s world famous landmarks such as Tower Bridge, Buckingham Palace, The Globe Theatre and Hyde Park. The runner makes her way around London, inspiring ordinary people to transform their everyday activities into sport.
The landmarks and the people in the film deliver key messages about London’s unique ability to host the world’s largest sporting event – global media, discreet and professional security, the finest hotels, arts and culture for every taste, home to 200 communities and 300 languages, and, above all, absolutely passionate about sport.
“Make Britain Proud” won the coveted Grand Prix award, and a total of nine awards. These included Best Director, Best Business to Consumer film and Best Music (Heather Small, for “Proud” – the London 2012 official theme music).
“Make Britain Proud” was made by New Moon Television and produced and distributed by the COI, and was commissioned to showcase London as a city of history, diversity and culture, and to excite the viewing audience about the possibility of London hosting the 2012 Olympic Games and Paralympic Games.
The judges’ citation for the Grand Prix award stated “The 2005 Grand Prix Winner is an engaging and uplifting programme, beautifully produced and both inclusive and aspirational in its vision. Its fresh approach to its subject matter is perfectly complemented by production values of the highest standard. A thoroughly compelling and splendidly crafted winner!” The film was screened at the conclusion to the awards event and received a standing ovation from the audience!
In addition, the Hawkshead film “What Will You Be Doing in 2012” – designed to make Londoners consider the benefits of hosting the 2012 Games by focusing on the ambitions of east London schoolchildren - won the Gold Award for the Public Relations Category. The judges’ citation stated that the film “fits its objectives perfectly in generating debate about the impact on London communities of the London 2012 bid.” This film was also produced and distributed by the COI.
David Magliano, London 2012’s Marketing Director, commented:
“Our marketing aims to capture the public’s imagination. We’re delighted these prestigious awards recognise the power of our campaign. Now we must convince the International Olympic Committee that London is the right choice for 2012, and we’ll be using the Make Britain Proud film to help do that.”
Caroline Rowland, Group MD of New Moon, said: “Our aim was to make the sort of film we felt London deserved and we are absolutely delighted to have been honoured by the communication industry in this way”.
Rob Vincent, Creative Director at Hawkshead, said: “Hawkshead were delighted to be involved in such an inspiring project. To work with young people and to explore the myriad benefits that the Games will bring was eye opening, educational and very moving.”
For further information contact the London 2012 Press Office on 020 7093 5100
Make Britain proud. Back the Bid at http://www.london2012.com/ or text LONDON to 82012.