EDF launches London 2012 campaign
By Duncan Mackay
MAY 2 - EDF ENERGY is to launch a multimedia campaign utilising the company's sponsorship of the London 2012 Olympic and Paralympic Games on Monday.
The television, radio and online campaign features hopeful London Olympians and former champions.
It has been crated by Euro RSCG and the TV element embraces a 40 second, two 30 second and two 10 second spots.
The radio campaign begins on June 2.
The creative concept focuses on sport having the power to unite and inspire people to fight for a better future. The imagery juxtaposes the personal challenge for athletes with the challenge individuals face in the race against climate change.
Featured sports stars include Paralympic silver medallist Liz Johnson, gymnastics Olympic hopeful Louis Smith (pictured) and four times Olympic gold medallist Olga Korbut.
EDF Energy is the first sustainability partner of London 2012 and the campaign includes a call to action to join the EDF Energy 2012 Carbon Challenge.
EDF Energy brand director Martin Stead said; "At the heart of our campaign is our 2012 Carbon Challenge.
"The campaign is linked to our Climate Commitments."
Duncan Mackay Editor
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Duncan Mackay is the editor of insidethegames.biz. Awards include British Sports Writer of the Year in 2004, British News Story of the Year in 2004 and British Sports Internet Reporter of the Year in 2009. Mackay is one of Britain's best-connected journalists and during the 16 years he worked at The Guardian and The Observer he regularly broke a number of major exclusive stories, including the news that British sprinter Dwain Chambers had tested positive for banned performance enhancing drugs.
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