EDF Unveils London Olympic Games Campaign For Europe

EDF, which owns U.K. subsidiary EDF Energy, is launching a multi-million-pound London 2012 campaign across Europe to highlight its role in "powering" the Olympics, according to Matthew Chapman of MARKETING MAGAZINE. The strapline "Helping London 2012 shine brighter. EDF powering the Games" will be used in the TV campaign by the "event's official electricity supplier." The TV campaign was created by Paris-based CLM BBDO, with U.K. media buying by MPG Media Contacts. It will run "on the Continent" from July 6 before its U.K. debut during the Games. The 12-week "heavyweight outdoor push breaks this week" (MARKETINGMAGAZINE.co.uk, 6/26).