Creativity

BBC One Unleashes Rio 2016 Olympic Games Coverage

Exotic Creatures Morph Into Elite Athletes in U.K. Work From RKCR/Y&R and Passion Pictures

By Laurel Wentz. Published on Jul 11, 2016

Editor's Pick

The BBC is launching its coverage of next month's Rio 2016 Olympic Games with a campaign from London agency RKCR/Y&R comparing the vibrant strength of the Olympic athletes with host nation Brazil's own exotic creatures. In the film, the sprinters are jaguars and the swimmers are otters. The animals, set against the background of Rio's Tijuca rainforest, gradually transform into human Olympic athletes during the animation, produced by animation house Passion Pictures. The music track is "Not Gonna break Me" by British artist Jamie N Commons.

The film launched on BBC One on July 10, a big summer sports day for the BBC because of the men's finals at the Wimbledon tennis tournament. The campaign will also include radio and social media.

Mark Roalfe, chairman and creative director at RKCR/Y&R, said "We've set the bar pretty high with our work on the Olympics with BBC Sport in previous years, so humanizing animals felt like a fresh and interesting approach to differentiate ourselves from all the activity around Rio 2016."

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About

Credits

Date
Jul 11, 2016
Agency:
RKCR/Y&R
Client:
BBC Sport
Creative Director:
Mark Roalfe
Creative Director:
Jon Saunders
Art Director:
Psembi Kinstan
Copywriter:
Alice Burton
Account Director:
Max Bennett
Agency Producer:
Keeley Pratt
Agency Producer:
Hatty Middleton
Executive Producer:
Ryan Goodwin-Smith
Director:
Derek Picken
Production Company:
Passion Pictures
Director:
Niklas Rissler
Production Manager:
Suzanne Forward
Producer:
Jen Coatsworth
Executive Producer:
Ryan Goodwin-Smith
Head of CG:
Jason Nicholas
VFX Supervisor:
Neil Riley
Music Supervision:
Native
Sound Design:
Chris Turner
Sound Design:
Jungle

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