RKCR/Y&R has created this nifty piece of animation to promote the BBC’s coverage of the BBC ‘Winter Olympics’.
Following the popularity of the Summer Olympics in Beijing, the BBC wanted to use this interest, and raise awareness of the Winter Olympics.
With no known sporting heroes to champion, RKCR / Y&R was faced with the challenge of finding an angle on the Games that would excite the target audience (16-34 yr olds), and move them to watch and engage with the BBC coverage of the Games across a variety of platforms.
The result is this which aims to show “extraordinary people, in an extraordinary setting doing extraordinary things.”
TV is being backed by radio and online support.
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