The campaign goal is to set the audience's awareness and excitement ahead of the BBC's coverage of the 2014 Winter Olympics. As nature sets the challenge, the athletes must overcome its extreme elements in a bid for victory.
The Winter Olympic
The creativity behind this spot forms part of a larger integrated campaign including TV trails, title sequences for editorial, radio and social media and publicity pictures. The Winter Olympics is an event where athletes compete against nature as well as each other and this spot brings nature to life giving it a foreboding voice taunting athletes to try and have their day.