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Editor’s Pick. BBC Sport ‘Olympic Games’

Agency: Red Bee Media

Client: BBC Sport

BBC Sport’s marketing campaign and titles for the forthcoming Olympic Games are being based upon the traditional Chinese folklore ‘Journey to the West’.

It includes animations and music especially produced by Jamie Hewlett and the Gorillaz’s Damon Albarn and features the characters of Monkey, Pigsy and Sandy using Olympic sports on their journey to Beijing and the Bird’s Nest stadium.

The sports represented include gymnastics, hammer, sprinting and diving in the animation and music especially produced for the BBC.

“The idea is that you tell the entire story of Journey to the West in a two minute opening sequence, which is basically them on their way to the Olympic stadium, the Birds’ Nest stadium.” said artist/designer Jamie Hewlett.

BBC Sport Executive Producer, Jonathan Bramley and the Head of Marketing and Communications, Louisa Fyans decided to produce an integrated titles and marketing campaign based on the folklore ‘Journey to the West' for the Beijing Olympics. 

“This has been a really exciting collaboration - to work with such renowned artists as Jamie and Damon is a real plus for BBC Sport. Their treatment of the trail and titles will kick start our Olympic coverage in a really different, energetic way” said Jonathan Bramley, BBC Sport Executive Producer.

The Beijing Olympics marketing campaign will feature promotional activity across TV, radio, online, mobile and interactive. It will also play throughout the Beijing Olympics programming via title sequences, in programme graphics and set design.

A two minute sequence is being created that will be played out in full as well as 60, 50, 30, 20 and 10 second versions, which will be used for trails and titles. 

BBC Sport Marketing worked with retained agency RKCR Y&R to develop the strategic direction and creative realisation of the idea. Red Bee Media produced the trails and title sequence with Zombie Flesh Eaters and Passion Pictures.

The aim is to target younger audiences through high profile websites such as Facebook, Bebo, MSN and social networking sites as well as mobile activity.

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