Olympic Route Tape
The Brief
3M asked Humanoid to edit a promotional video demonstrating the benefits of their temporary Stamark tape on London 2012’s Olympic Route Network.
The Solution
We used our archive of footage from the project to edit a video montage, showing a range of different 3M tape markings being laid and removed overnight.
The Result
3M were very satisfied with the resulting footage. They used the video to promote their product and advertise their involvement with the Olympic Games.
Humanoid’s on-location video footage of temporary markings along the Olympic Lane forms a new promotional video for the American conglomerate 3M.
During the London 2012 Olympic Games, 3M was closely involved in the construction of Transport for London’s Olympic Route Network, supplying over £1 million’s worth of temporary black and white Stamark tape for the masking and delineation of the capital’s carriageways. Highly visible, adhesive and retro-reflective, the tapes were used throughout the 30-mile network, under the supervision of 3M’s technicians.
Humanoid’s unique access to the road marking crew and first-hand footage of the project attracted 3M’s interest, resulting in the commission of a video to promote their involvement in London 2012.
“We’d never seen anything like 3M’s tape before this shoot, and it was clear how revolutionary that product must be for jobs like this.
3M wanted to use the ORN as a case study for Stamark — fortunately, our coverage of the build and decommission provided a wealth of footage that really demonstrates just how effective it was.”
—Martyn Lomax, Humanoid’s Managing Director
The short video montage shows the Stamark temporary tape being swiftly laid and removed throughout the capital, during the Network’s activation and decommission. 3M’s straight line tape marked the entire network, combined with 8500 letters, arrows and carriageway symbols to guide traffic around London’s most iconic locations.
Click the link below to watch 3M’s promotional video for Stamark on the Olympic Route Network.
