Discovery plans humorous animations on social to engage young audiences with Olympic Winter Games

Discovery is to launch a series of humorous animations on Facebook and YouTube which aim to spark young audiences’ interest in the Olympic Winter Games, airing on Eurosport between 9-25 February.

The short films were brought to life by Julian Frost the animator behind the acclaimed Dumb Ways to Die, voiced by top British comedians Morgana Robinson (The Morgana Show, House of Fools, Inside No9) and Beattie Edmondson (Josh, Fresh Meat) and written by Hannah Ford (of creative agency Red Bee).

The clips focus on two sisters with highly contrasting views, fact-fuelled sports fan Emma and disinterested Robyn, as they discuss the often baffling disciplines of the Olympic Winter Games.

Robin Garnett, executive creative director at Discovery Creative London, said: “We looked at a variety of ways in which to bring the upcoming Olympic Winter Games to the broadest audience possible especially non-sports aficionados across all platforms through humour, emotion and storytelling. The Olympic Winter Games Warm Ups are short, sweet and funny, intended for sharing in social. Each alludes to the extraordinary feats of endurance, strength and sheer danger involved in many winter sports, but in a witty and knowing way.”

The films were produced by Discovery Creative London in partnership with creative agency Red Bee and Oscar-winning animation studio Passion Pictures and tie in with Discovery’s ambition to make PyeongChang 2018 the first fully digital Olympic Games across Europe.

Jim de Zoete, deputy executive creative director at Red Bee, said: “The Olympics in all its forms is very close to our hearts here at Red Bee, so it was an absolute privilege to work on this campaign with the teams at Discovery and Eurosport. The Olympic Winter Games can sometimes feel a bit distant and technical, so we hope through humour and quirkiness our animated characters will help explain and make accessible some of the trickier events.”

The short films focus on events including the luge (above), downhill skiing, curling, bobsleigh and alpine.

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