‘The Friendly Games’ Commonwealth Games RKCR/Y&R / BBC Sport
2014
The Commonwealth Games are sometimes referred to As ‘the friendly games’, as a celebration of their inclusive and welcoming spirit.
Through our marketing camapign for the BBC, we wanted to remind people of the fierce competition and sheer sporting ability that will be on show.
To generate interest before and during the games, we put together a series of films, to be shred on-line and on tv, showcasing the prowess of athletes from across the Commenwealth, and acting as a tongue-in-cheek challenge to the rest of the field.
