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BBC ‘World Cup from the Rainbow Nation’ advert

Agency: RKCR Y&R

Client: BBC Sport and Events        

The football World Cup is just about the biggest sporting event in the land and is also the BBC’s widest reaching event.

Nothing else has this kind of scale and breadth of audience, from young to old, male to female, across different ethnic groups throughout Britain. And this time, for the first time ever, it’s taking place on the African continent.

The BBC’s new campaign aims to encourage people to join the broadcaster in South Africa on the world’s greatest emotional roller-coaster – the world cup on the BBC.  

Built on the line ‘The World Cup from the Rainbow Nation’ the campaign strives to showcase South Africa’s rich heritage, the diversity of the competing countries and bring to life, through colour, the emotions of the many fans, players and nations taking part in the spectacle.

The trail involved an on location shoot in South Africa combined carefully with selected stock footage.

RKCR/Y&R worked with production company Digital Kitchen, known for their award winning work on Dexter and True Blood, to produce the fully integrated campaign which will now live across a variety of platforms.

The campaign idea will extend across TV, idents, trails, HD, radio and digital, including an exciting interactive online idea.

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