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Passion directs BBC Rio Olympics campaign

Passion directs BBC Rio Olympics campaign
Jon Creamer
11 July 2016

RKCR/Y&R brought in Passion directors Againstallodds for this year’s campaign for the BBC’s coverage of the Rio 2016 Olympic Games. 



The strength of the athletes is brought to life by the host nation’s exotic animals, against the backdrop of the Tijuca Rainforest, before they gradually transition to the human world over the course of the animation. The sloth takes on gymnastics, the armadillo claps its hands in chalk for the clean and jerk, and the powerful jaguar cracks its neck and form up for the 400m, all before they transform into their heroic and spectacular human athlete counterparts.


Passion Pictures also produced the BBC’s London 2012 Olympic Games campaign. 


Music supervision was by Native and sound design was by Chris Turner at Jungle.


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