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By John Glenday | Reporter

July 20, 2022 | 2 min read

Birmingham is being thrust on to the global stage in a new campaign for the BBC to mark the final preparations for the 2022 Commonwealth Games.

‘It’s a Brum Thing,’ created by production house Kode, employs vibrant animation in a collage style to share the buildings, people and culture of the city among the 54 participating nations.

Set to It’s a Brum Ting by Friendly Fire Band, the 2D animation brings local heroes such as comedian Lenny Henry and musician Ozzy Osborne to life, alongside Peaky Blinders anti-hero Tommy Shelby, to showcase what the Midlands capital has to offer.

James Cross, creative director, BBC Creative, said “We set out to make a film that not only informs but celebrates Birmingham and the Midlands, not just in story but in the making too. It was so important to us to live up to the Brum Ting by using local talent throughout, from the music through to the multiple animators. The result is so brilliant and entertaining, and we’re really proud of it too. Although as a Midlander, I really don’t think anyone should attempt to swim in the canals around Brindley Place in real life.”

Kode director Harry Cauty added: “I loved how much this brief was about making Birmingham the hero. Where the BBC wanted to represent as many people and places as possible, I wanted to do the same when it came to the animation team behind the film.”

Employing larger-than-life sporting stars towering over their city and a rampaging bull charging down its streets, the animation helps build anticipation ahead of the 12-day event, commencing on July 28, which the city has been working toward for the past three years.

Work & Wellbeing Creative Works Birmingham

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