The creative idea was to create an anthem for the London 2012 Olympics, from the sounds of young Olympians that could get people everywhere moving. We commissioned Mark Ronson to produce the track and filmed him as he travelled around the world meeting athletes, getting to know them socially and recording their sounds, before inviting them to London to perform the track live with him for a teen audience.We launched with a live performance event in September 2011, where we created our advertising content and staged the global PR launch. It was attended by 2,000 teenagers and journalists from over 70 countries who subsequently blogged, tweeted and talked about the event.