Jump Delivers Winter Dragon Campaign For Sport 24
London-based design and motion graphics agency Jump has helped Sport 24 to bring the magic of the Olympic Winter Games Beijing 2022 to viewers worldwide through a creative campaign built around Chinese mythology.
The campaign has been integrated across Sport 24’s digital platforms and social media, as well as its flagship channel which brings live sport to viewers on airlines and cruise lines.
The group selected Jump, a partner of the Sport Industry Awards, to deliver the campaign following a pitch process in which it developed a concept with a Chinese dragon at the heart. The subsequent #TheWinterDragon campaign was launched prior to the Christmas season and continued into 2022 and the start of the Games, which began earlier this month.
Simon Pullinger, Creative Presentation Manager at Sport 24, said, “The solution to develop ‘The Winter Dragon’ was an exciting new creative direction for the channel that was brought to life expertly by Jump.
“Our CG Dragon was brilliantly animated to provide the perfect vehicle to carry footage from past Winter Games, whilst still developing the narrative of taking the seasonal Winter Games to Beijing. The inclusion of original Chengyu proverbs provided an additional layer of authenticity and localisation, further enhanced with both motion graphic and voiceover translations.”
Deliverables included a 40-second promotional video with 20-second cutdown, two separate 20-second teasers, four stings, countdown stings across seven days, lower third straps, promotional templates, and print and digital marketing assets for various digital executions.
Harry Handyside, Art Director at Jump, said, “Our campaign line ‘The Winter Dragon is coming’ runs through the concept. It represents empowering the athletes and the hardships they face in the contest. They have the power of the winter dragon!”
Image: Sport 24
