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BBC Sport Collaborate With Jamie Hewlett And Damon Albarn For Beijing Olympics

2008-07-08 18:36:41
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\" said Jonathan Bramley, BBC Sport Executive Producer.

Tim Davie, Director MC&A at the BBC added: \"It is inspiring to team up with such talented people as Jamie and Damon, and it reflects our commitment to truly gound-breaking 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 will feature 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 Birds\' Nest stadium.\" said artist/designer Jamie Hewlett.

The Beijing Olympics marketing campaign will feature promotional activity across TV, radio, online, mobile and interactive. It will also play throughout the Beijing Olympics programming via title sequences, in programme graphics and set design. A two minute sequence is being created that will be played out in full as well as 60, 50, 30, 20 and 10 second versions, which will be used for trails and titles.