Agency: Red Bee Media
Client: Beijing Organising Committee for the Olympic Games (BOCOG)
Red Bee Media created this major promotional film for the Beijing Olympic Games.
Created for the Beijing Organising Committee for the Olympic Games (BOCOG), the film is the principle device being used to promote and welcome visitors to the 2008 Games.
The film, entitled ‘Seats’, will be seen by a potential audience of 1.3 billion and will be shown by broadcasters across China, in cinemas, on transport systems, domestic and international flights to and from China (including Air China), in the ‘Bird’s Nest’ Olympic stadium and other high profile Olympic venues during the Games.
In addition, ‘Seats’ will be made available to international broadcasters for use in their Olympic coverage.
‘Seats’ was a collaboration between the London and Beijing offices of Red Bee Media and directed by Mark Chaudoir from Red Bee Media, London, who used an all-Chinese crew to film and produce.
Filmed at a number of locations in and around Beijing, the film opens in the traditional Beijing Hutong (alleyways where residents live in courtyard housing). Further scenes were shot in Jingshan Park where residents were shot practicing TaiChi, Beijing’s latest light rail station, Houhai Lake, Beijing Raffles Hotel, Tai Miao ancestral halls (part of the Forbidden City), CBD Soho district (the modern financial district); and the Sinosteel complex. The film finishes with a scene at the ‘Bird’s Nest’ Olympic stadium.
Throughout the film, red stadium seats are seen in various locations in Beijing and are used to signify that everyone is welcome to come to the Games and that the Olympics are accessible to all. In addition, the contrasting locations of old and new are used throughout the film to communicate that Beijing is a modern city, but one still rich in tradition and culture.
The film was shot over three days at the end of May 2008.
Said Andy Bryant, Director of Creative at Red Bee Media, “Creating ‘Seats’ has given Red Bee Media the unique opportunity of collaborating with some of the finest talent the Chinese creative and media industry has to offer.
“Naturally there were challenges posed by creating a film that needed to bridge such a large cultural and language gap and still communicate the spirit of the Olympics.
He added, “Through ‘Seats’ we have not only conveyed the hospitality of the Chinese people and their excitement about the Beijing Olympic Games, but also represented the fusion of tradition and modernity that is contemporary China.”