BBC Reveals Monkey Olympic Ads
BBC Sport has launched its much-hyped marketing campaign to support its Olympic coverage featuring animated characters and music created by the team behind pop act Gorillaz.
The marketing campaign and titles for the forthcoming Olympic Games will be based upon the traditional Chinese folklore ‘Journey to the West’ with the activity, which will air in late July, including animations and music especially produced by Jamie Hewlett and Damon Albarn.
The campaign will feature the characters of Monkey, Pigsy and Sandy using Olympic sports on their journey to Beijing and the Bird’s Nest stadium. The sports represented include gymnastics, hammer, sprinting and diving.
The Beijing Olympics marketing campaign will feature promotional activity across TV, radio, online, mobile and interactive. It will also play throughout the Beijing Olympics programming via title sequences, in programme graphics and set design.
A two minute sequence is being created that will be played out in full as well as 60, 50, 30, 20 and 10 second versions, which will be used for trails and titles.
BBC Sport Marketing worked with retained agency RKCR to develop the strategic direction and creative realisation of the idea. Red Bee Media produced the trails and title sequence with Zombie Flesh Eaters and Passion Pictures.
The aim is to target younger audiences through high profile websites such as Facebook, Bebo, MSN and social networking sites as well as mobile activity.
