Event Awards 2005: Best Outdoor/Public Event - Sponsored by Davies Tanner

GOLD - Athens Olympic Ceremonies

The 2004 Summer Olympic Games was a milestone in Olympic history as it marked the return of the modern Games to Athens.

Jack Morton Worldwide was tasked with creating the opening and closing ceremonies with the brief being to inspire and engage four billion viewers.

The primary objective was to use the Olympics as a global branding platform for Greece. A positive image of the country needed to be broadcast to the world in an event that would defy stereotypes.

Jack Morton was brought on board in December 2002, the first time a non-indigenous agency had been appointed to produce the opening and closing ceremonies. The Athens office opened with just four staff with the team growing to 430 by the end of the project.

Following the ceremony the results of a nationwide survey conducted in Greece on behalf of the organising committee revealed that the ceremonies were the most memorable moments of the Games.

Extensive press coverage across the world was achieved and helped counteract the cynical press coverage leading up to the games.

SILVER - Olympic torch relay

The London leg of the Olympic Torch Relay needed to demonstrate Britain's commitment and passion for sport and London's ability to stage world-class events, but within the parameters and standards set by the IOC.

The relay which ran from Wimbledon to central London followed a unique collaboration between 36 organisations including Visit London and the GLA. It ended in a free live show in the Mall, which was broadcast by the BBC.

The torch was carried by community runners, celebrities and Olympians, while the concert hosted 80,000 guests.

GOLD Agency: Jack Morton Worldwide Client: The Athens Organising Committee Event: Athens Olympic Ceremonies Key Suppliers: Stage One Creative Services; Creative Technology; Groupe F SILVER Agency: Visit London (in house) Event: Olympic Torch Relay and Concert FINALISTS Agency: DMW Client: Innocent Drinks Event: Fruitstock Agency: DNA Productions Client: British Red Cross Event: British Red Cross London Ball Agency: DNA Productions Client: Elton John Aids Foundation Event: Elton John's 6th Annual White Tie and Tiara Ball Agency: Limelight Projects Client: Comic Relief and BBC Sport Event: The Sport Relief Mile Agency: In house Client: Shell Oil Products Event: Shell Eco Marathon Agency: Sprout Client: Nissan Event: SHIFT_Circus Agency: TRO Client: Emap and Vauxhall Motors Event: FHM/Vauxhall Driver of the Year

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