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RAINEY KELLY CAMPBELL ROALFE/Y&R, London / BBC / 2010
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Following the popularity of the Summer Olympics in Beijing, the BBC wanted to use this interest, and raise awareness of the Winter Olympics. With no known sporting heroes to champion, we needed to find an angle on the Games that would excite the target audience (16-34 yr olds), and move them to consume the BBC coverage of the Games across a variety of platforms.
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