BP has launched “BP Fuels Heart”, an advertising campaign appearing on billboards across the UK, promoting the oil and Gas Company’s London 2012 Olympic partnership. British athletes Will Sharman, Jessica Ennis and Richard Whitehead appear with mechanical hearts superimposed on their chests, as symbols of BP’s involvement in the games. BP will be providing the advanced fuels and lubricants for the 4,700 official games vehicles, as well as vehicle washing facilities and liquefied petroleum gas for the catering needs of the event. In addition, they will be supporting the Cultural Olympiad, a four-year programme that reaches across the UK.
The campaign was developed at Ogilvy & Mather, London, with photography by Alan Mahon retouched at Taylor James, London. Taylor James seamlessly blended technical and organic matters to bring this campaign to life. The heart was created in CGI, along with the skeleton/rib cage, and then composed with the stunning athlete shots to create a powerful stylised series of posters.