Exotic Creatures Morph Into Elite Athletes in U.K. Work From RKCR/Y&R and Passion Pictures
Jul 11, 2016
The BBC is launching its coverage of next month's Rio 2016 Olympic Games with a campaign from London agency RKCR/Y&R comparing the vibrant strength of the Olympic athletes with host nation Brazil's own exotic creatures. In the film, the sprinters are jaguars and the swimmers are otters. The animals, set against the background of Rio's Tijuca rainforest, gradually transform into human Olympic athletes during the animation, produced by animation house Passion Pictures. The music track is "Not Gonna break Me" by British artist Jamie N Commons.
The film launched on BBC One on July 10, a big summer sports day for the BBC because of the men's finals at the Wimbledon tennis tournament. The campaign will also include radio and social media.
Mark Roalfe, chairman and creative director at RKCR/Y&R, said "We've set the bar pretty high with our work on the Olympics with BBC Sport in previous years, so humanizing animals felt like a fresh and interesting approach to differentiate ourselves from all the activity around Rio 2016."