To promote the BBC’s exclusive coverage of the 2008 Beijing Olympics, a campaign was created based on the ancient Chinese fables of ‘Monkey'. The trailer featured three characters who used their Olympian prowess as they, like the athletes themselves, overcome obstacles on their journey to Beijing. The music and animation, by Damon Albarn and Jamie Hewlett from Gorillaz allowed the integration of PR, online content, programming and title sequences.
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