The BBC’s new Winter Olympics ident brings to life the fearlessness athletes must possess to succeed on the snow and ice.
The spearhead spot, called ‘The Fearless Are Here’, saw lead creative agency Y&R London team up with animators Smith & Foulkes at Nexus Studios to create a bold, dark cartoon that conjures up a sense of intensity.
According to the agency, the animation’s aim is to personify the fear visually and thus ‘applaud athletes for their resounding focus and determination to surmount fear itself and perform at the highest level, often to defy the odds’.
The UK’s official Olympic broadcaster debuts its lead promo on the evening of Saturday 20 January at 10:27pm on BBC One between ‘Hard Sun’ and ‘Match of the Day’.
The ad will continue to air for the length of PyeongChang 2018 – which runs from 9 to 25 February.
The creative will also be used as the idents for all Winter Olympics programming on the BBC throughout the Games.
Comment:
Not the first PyeongChang activation to take an animated cartoon creative approach, but this is a little darker than the light-hearted United Airlines #TeamUSA superhero spots (see case study).
It follows in the creative footsteps of previous BBC Games idents – just a little darker.
Links:
BBC:
Y&R London
