BBC One Unleashes Rio 2016 Olympic Games Coverage
Exotic Creatures Morph Into Elite Athletes in U.K. Work From RKCR/Y&R and Passion Pictures
Editor's Pick
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."
Credits
- Date
- Jul 11, 2016
- Brand :
- BBC Sport
- Client :
- BBC Sport
- Agency :
- RKCR/Y&R
- Creative Director :
- Mark Roalfe
- Creative Director :
- Jon Saunders
- Art Director :
- Psembi Kinstan
- Copywriter :
- Alice Burton
- Account Director :
- Max Bennett
- Agency Producer :
- Keeley Pratt
- Agency Producer :
- Hatty Middleton
- Executive Producer :
- Ryan Goodwin-Smith
- Director :
- Derek Picken
- Production Company :
- Passion Pictures
- Director :
- Niklas Rissler
- Production Manager :
- Suzanne Forward
- Producer :
- Jen Coatsworth
- Executive Producer :
- Ryan Goodwin-Smith
- Head of CG :
- Jason Nicholas
- Visual Effects Supervisor :
- Neil Riley
- Sound Design :
- Chris Turner
- Sound Design :
- Jungle
- Music Supervision :
- Native
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