BBC Sport has revealed the campaign for its coverage of the Rio 2016 Olympic Games, bringing to life the host nation’s wildlife in an animated ad designed to build momentum around the tournament, which is less than a month away.
The RKCR/Y&R-created campaign depicts the strength of Olympic athletes through animations of Brazil’s exotic animals against the backdrop of the Tijuca Rainforest, before they gradually transition to their human athlete counterparts at the close of the ad. The ad is set to the track ‘Not Gonna Break Me’ by British artist Jamie N Commons.
It first aired yesterday (10 July) on BBC One – traditionally one of the biggest days of sport across the summer for the BBC – off the back of both the Wimbledon Men’s and the Euro 2016 finals.
The campaign, which includes trail and titles, has been produced by animation house Passion Pictures, which also produced the BBC’s London 2012 Olympic Games campaign.
Three cut downs, radio and social follow in the build-up to the opening ceremony on the 5th August.
Charlotte Lock, director of marketing & audiences, Media & North at the BBC, said: "The Olympics is a spectacle of elite athleticism and Rainey’s creative analogy with the finest athletes of the Rio Rainforest has given us a stunning and original take on the games. We can’t wait to see it play out across platforms, giving audiences plenty to enjoy and get involved with."
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 humanising animals felt like a fresh and interesting approach to differentiate ourselves from all the activity around Rio 2016"