BBC HomeExplore the BBC
This page has been archived and is no longer updated. Find out more about page archiving.

24 September 2014
Press Office
Search the BBC and Web
Search BBC Press Office

BBC Homepage

Contact Us


Marketing campaign
BBC marketing campaign Olympics characters: (l-r) Sandy, Monkey and Pigsy

The 2008 Beijing Olympics and Paralympics on the BBC

BBC Sport collaborates with Jamie Hewlett and Damon Albarn for Beijing Olympics

BBC Sport's marketing campaign and titles for the forthcoming Olympic Games will be based upon the traditional Chinese folklore Journey To The West. The campaign, which will air in late July, will include animations and music especially produced by Jamie Hewlett and Damon Albarn.


BBC Sport Executive Producer, Jonathan Bramley, and the Head of Marketing and Communications, Louisa Fyans, decided to produce an integrated titles and marketing campaign based on the folklore Journey To The West for the Beijing Olympics.


"This has been a really exciting collaboration – to work with such renowned artists as Jamie and Damon is a real plus for BBC Sport. Their treatment of the trail and titles will kick-start our Olympic coverage in a really different, energetic way," says Jonathan.


Tim Davie, Director, Marketing Communications & Audiences, BBC, added: "It is inspiring to team up with such talented people as Jamie and Damon, and it reflects our commitment to truly groundbreaking creative work. I think audiences are going to see a fantastic campaign."


Hewlett and Albarn worked alongside the BBC to adapt Journey To The West, an epic quest for enlightenment, into the Olympic trail and titles. The London-based pair developed the animation and music especially for the BBC. The campaign features 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 idea is that you tell the entire story of Journey To The West in a two-minute opening sequence, which is basically them on their way to the Olympic stadium, the Bird's Nest stadium," says artist/designer Jamie Hewlett.


The Beijing Olympics marketing campaign features promotional activity across TV, radio, online, mobile and interactive. It will also appear throughout the Beijing Olympics programming via title sequences, in programme graphics and set design. A two-minute sequence being created that will be played out in 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.


The folklore is based on characters taken from the story of Monkey King, one of the four classic novels written by Wu Chen-en during the Ming Dynasty (1500-1584).


The story has many layers of meaning and may be read on many different levels such as a quest, fantasy, personal search for self-cultivation, or a political/social satire.


The story is an account of a monk, Xuan Zang (602-664) who went to India in the seventh century to seek Buddhist scriptures to bring back to China.







The BBC is not responsible for the content of external internet sites


< previous section next section >
Printable version top^

The BBC is not responsible for the content of external internet sites

About the BBC | Help | Terms of Use | Privacy & Cookies Policy