BBC Creative Launches Olympic Campaign with Nexus Studios

BBC Creative, together with Nexus Studios, launched a new out-of-home (OOH) initiative to promote the company's programming of the upcoming 2024 Paris Summer Olympics. 

The posters, spread across rail sites in the U.K., showcase romantic cliches used within the context of Team GB and other Olympic athletes' dedication to their sports. 

Colored in black and pink, these posters show that the love for the game is indeed "a love like no other."

One writes "love takes your breath away," as gold medal winner Adam Peaty gasps for air while swimming.

Another features USA gymnast Simone Biles caught mid-flip above her gymnastics horse, as the text writes "love is in the air."

Rasmus Smith Bech, BBC Creative's executive creative director, shares the idea behind the thought-provoking ads. 

"It’s a deep love for their sports that drives Olympians to achieve things that very few other humans on the planet have done before."

"I think this deserves to be celebrated with a beautiful campaign that I hope will transport audiences at home to the city of love," Bech added. 

The mark of an inspirational billboard design lies in its ability to captivate and leave a lasting impression on viewers.

They leverage the power of large visuals and concise messaging to reach a wide audience, proving that even in today's digital age, physical advertising remains effective.

A Love Letter to Sports

The latest OOH collaboration from the brand and creative studio comes as part of a wider Olympic campaign the two had introduced late last month.

This initiative is marked by an animated short film directed by Fx Goby, which features 36 athletes and 58 shots that capture their hearts and souls in action across different sports.

It aims to show that beyond the trials and challenges these athletes face, lies the joy and fulfillment that come with excelling in their craft.

The spot culminates with a kiss, showing viewers that this passion for sports is truly "a love like no other."

 

 

 

 

 

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Goby describes the process behind achieving the elegant final design, having spent "hundreds of hours, meticulously refining frame by frame" in order to preserve the essence of the original images. 

The director also explains that, unlike traditional 2D animations, the studio made use of light and shadow to suggest volume, "effectively recreating each illustration 25 times per second."

The spot was first aired on BBC One last June 29. 

Recently, Nexus Studios worked with South Western Railway to produce a short, animated commercial featuring the company's two beloved bird characters, Wesley Peck the Pigeon and Sandy C. Gull. 

Editing by Katherine 'Makkie' Maclang