A promo to help overcome the (perceived) lack of obvious Olympic gold medal prospects and the fact that the Olympics for UK viewers centred around a number of minority sports.

Winner: BBC/Monkey - Journey to the East

Creative company: Ad agency RKCR/Y&R

What did it comprise? A multiplatform campaign that ran across the BBC channels, web and mobile. It featured a two-minute film with music and animation by Gorillaz's Jamie Hewlett and Damon Albarn.

Shown: From 25 July to 24 September, including a clip-based trail for the Paralympics, from 16 to 24 August.