BBC signs Gorillaz duo for Olympics campaign

LONDON - BBC Sport has enlisted the ex-Blur frontman Damon Albarn and Jamie Hewlett of the Gorillaz to produce animation and music to support its coverage of the Beijing Olympic Games.

BBC Sport... new campaign
BBC Sport... new campaign

The titles and trailer are based on the Chinese folktale 'Journey to the West', a story taken from the epic novel Monkey King by Wu Chen-en, that was later turned into a successful TV series.

The production will use the characters Monkey, Pigsy and Sandy taken from the novel and use their quest for enlightenment as an analogy for the road to the Olympic stadium, the Bird's Nest.

The two-minute sequence will air in July and will also be available through mobile and interactive media. BBC Sport hopes this approach will attract younger viewers, as the titles will be posted on websites such as Facebook, Bebo and MSN.

The campaign was created by Rainey Kelly Campbell Roalfe/Y&R and produced by Red Bee Media, Zombie Flesheaters and Passion Pictures.

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