The Rio Olympics is coming next month – well it probably is if it’s all finished, mosquitos allowing of course – and the BBC and agency RKCR/Y&R are pulling out all the stops to be positive about one of the Beeb’s remaining exclusive sporting jewels. This year the British Open golf moves to Sky for the first time.
Here we are then in the Tijuca forest somewhere outside Rio with the host nation’s spectacular array of wildlife setting the style to be followed, we hope, by the athletes.
BBC director of marketing & audiences Charlotte Lock says: “The Olympics is a spectacle of elite athleticism and RKCR/Y&R’s creative analogy with the finest athletes of the Rio rain forest has given us a stunning and original take on the games. We can’t wait to see it play out across platforms, giving audiences plenty to enjoy and get involved with.”
RKCR/Y&R chairman and creative director Mark Roalfe says: “We’ve set the bar pretty high with our work on the Olympics with BBC Sport in previous years so humanising animals felt like a fresh and interesting approach to differentiate ourselves from all the activity around Rio 2016.”
Nicely realised by Passion Pictures, which also worked on the Beeb’s 2012 London Olympics ads.
MAA creative scale: 8.