The campaign aims to excite, inform and inspire ahead of this year’s spectacle and is coupled with the BBC’s editorial, multi-platform offering in the build-up and throughout the games.
The strength of the athletes is brought to life by the host nation’s exotic animals, against the backdrop of the luscious and vibrant Tijuca Rainforest, before they gradually transition to the human world over the course of the animation. The campaign, which includes trail and titles, has been produced by the award-winning animation house, Passion Pictures, which also produced the BBC’s London 2012 Olympic Games campaign.
To the track Not Gonna Break Me by British artist Jamie N Commons, the sloth takes on gymnastics, the armadillo claps its hands in chalk for the clean and jerk and the jaguar cracks its neck and forms up for the 400m, all before they transform into their human athlete counterparts. This will continue into the titles for the campaign throughout the games.
Charlotte Lock, director of marketing & audiences, Media & North at the BBC, said, “The Olympics is a spectacle of elite athleticism and Rainey’s creative analogy with the finest athletes of the Rio Rainforest has given us a stunning and original take on the games. We cannot wait to see it play out across platforms, giving audiences plenty to enjoy and be involved.”
