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BBC - "BBC Winter Olympics: Vancouver 2010" - RKCR/Y&R

  • BBC Winter Olympics: Vancouver 2010
  • BBC
  • BBC
  • RKCR/Y&R
  • United Kingdom
  • BBC Winter Olympics
Product CategoryTV/Radio Programs & Stations
MarketUnited Kingdom
Date of First Broadcast/PublicationJanuary 22, 2010
Media TypeTelevision
Awards The New York Festivals International Advertising Awards in All Media, 2011 (Bronze World Medal) for Animation - Computer
D&AD Awards / Yellow Pencil, 2011 (Yellow Pencil) for Film Advertising Crafts: Animation for Film Advertising
CLIO Awards, 2011 (Bronze) for Animation
International ANDY Awards, 2011 (Gold) for Animation
Advertising Creative Circle Awards, 2011 (Gold Craft TV) for Best Use of Animation
Kinsale Shark Advertising Festival, 2010 (Silver) for Best animation
Eurobest, 2010 (Bronze) for Publications & Media
Eurobest, 2010 (Silver) for Best Use of Animation
British Arrows Craft, 2010 (Silver Award) for Animation
London International Awards - LIA, 2010 (Bronze) for Direction
London International Awards - LIA, 2010 (Silver) for Animation
Cannes Lions International Festival of Creativity, 2010 (Gold Lion) for Animation
CLIO Awards, 2010 (Bronze) for Direction
CLIO Awards, 2010 (Silver) for Animation
Production Company Studio AKA
Executive Creative Director Damon Collins
Art Director Tim McNaughton
Copywriter Freddy Mandy
Director Marc Craste
Producer Sharon Titmarsh
Producer Deborah Stewart
Account Director Fiona Richards
Account Planner Ben Kay
Account Manager David Pomfret
Advertising Manager Louisa Fyans
Advertising Manager Karen Potterton

Story

The head of the Ilanaaq that stands on the mountain above Whistler has been stolen by some kind of malevolent force. Our hero Akiak must go on a quest to find the missing piece. He searches all over the land and has to overcome obstacles presented by the landscape and environment (crevasses, snow storms etc) and by the wild and dangerous creatures that live within it

Concept

Akiak uses the Winter Olympic sports through out his journey as a method of transport and to overcome the obstacles in his path. In the 40 second trailer we’d like to showcase 4 sports: Curling, Skiing, Snowboarding and Skeleton Bob

Problem

Following the popularity of the Summer Olympics in Beijing, the BBC wanted to use this interest, and raise awareness of the Winter Olympics. With no know sporting heores to champion, we needed to find an angle on the Games that would excite the target audience (16-34 yr olds), and move them to consume the BBC coverage of the Games accross a variety of platforms