BBC: Extreme By Nature by BBC Creative

The BBC has dropped its first Winter Olympics campaign close to the wire with the debut of its first promotion for the low-temperature multi-sport event just 10 days before the games kick off in Beijing.

‘Extreme by Nature’ takes the form of a mixed-media animation created in partnership with BBC Creative and Blinkink that combines an array of in-camera effects, 3D printed frames and stop-motion animation to bring the frozen backdrop of the event home.

Breaking over the weekend during Michael McIntyre’s The Wheel on BBC One, the campaign will become an inescapable presence across all BBC assets in the days ahead as the broadcaster builds hype and anticipation for its coverage from February 4.