BBC Hires Gorillaz For Beijing Ads
The BBC has hired the team behind cartoon band Gorillaz to create the trailer marketing campaign for the broadcaster’s coverage of this summer’s Beijing Olympics.
The hiring of Damon Albarn and Jamie Hewlett to create music animation for the BBC’s Olympic trails and titles is a distinct change of tactic for the broadcaster and is aimed at attracting a younger audience.
The trails, which break in July, will be based on a 16th century Chinese classical novel, entitled ‘Journey to the West’ and will follow 3 characters – Monkey, Pigsy and Sandy – on their journey to the Bird’s Nest Olympic Stadium in Beijing.
Along the route, the characters will participate in a number of Olympic sports as the trails build up to the start of the Beijing Olympics at the end of July.
The campaign, developed by advertising agency RKCR and production house Red Bee Media, will be run across the BBC’s array of platforms including TV, radio, online, mobile and interactive.
