The story

The campaign to host the London 2012 Olympic and Paralympic Games was visualised in ‘Sport at Heart’, a film intended to express London’s unique attributes, as the Host City for the the 2012 Olympic Games. Perhaps even more importantly, the film aimed to diffuse cynicism amongst journalists and engage the British public in actively supporting London’s Olympic Bid.

Who was listening?

The 104 elected members of the International Olympic Committee.

How well it was told?

Richard Williams of The Guardian described the film as ‘seductive in a Notting Hill kind of way’ and ‘probably the most effective union of athletics and film’. The IOC refers to the film as the moment at which film became important in Olympic Bidding. ‘Sport at Heart’ was selected as the opening short of The London Film Festival in 2005. It has since been archived by the British Film Institure (BFI) as one of the top 100 British documentaries.