This poster was produced as one of a series of six to support London's bid for the 2012 Olympic Games, and showcases the capital as a setting for this important sporting event. Depicting the city as a place where tradition mixes with modernity, with regard to both sporting venues and iconic landmarks, the posters illustrate a diverse range of famous London sites - the London Eye, Buckingham Palace, Tower Bridge, Nelson's Column, the Thames Barrier and the Swiss Re Building at 30 St Mary Axe, otherwise known as 'the Gherkin'. The concept for the campaign revolves around the idea of a 'Leap for London', the huge step forward that the Games would generate. Each features an athlete, who transforms the building into a component of a sporting activity. Here, a group of swimmers are poised to dive from the Thames Barrier. This image captures the joy, vitality and diversity of the Games, celebrating London as a unique centre, a mixture of old and new, of sport and culture.