ABOUT

An installation on the River Thames (5 July) - exactly one month until he arrives in Rio de Janiero - that recreated Bolt’s 9.58 second world record with a digital six lane running track built as a single LED screen, with the London Eye transforming into a giant stopwatch.

The campaign includes cinema, video on demand, outdoor, display, mobile, social and search elements. Audiences are invited to join in the campaign using the hashtag #BeTheFastest on Twitter, which triggers a bespoke Usain Bolt emoji.