Karmarama, a BBC roster shop, picked up the business without a formal pitch and will create work spanning TV, outdoor and digital to market the five-disc DVD set in the run-up to Christmas.
The above-the-line campaign aims to remind viewers how everyone in the UK played a part in the drama of London 2012. It will show some of the most high-profile sporting moments as well as less-known stories. Danny Boyle’s re-edited version of the opening ceremony is also included in full.
Rob Lowe, the marketing director at BBC Worldwide, consumer products, said: "The launch of the London 2012 Olympic Games DVD will be one of the biggest home entertainment events this year. Karmarama’s work truly captures the emotion and drama of the Olympics."