The lead-up to next month’s Winter Olympics in Sochi have (rightly) been dominated by discussion over Russia’s questionable gay rights record, but as the event nears the focus is likely to shift to the actual sport. This spine-tingling promo from RKCR /Y&R for the BBC’s coverage certainly strikes the right chord. In a similar way to how Channel 4’s multi-award-winning Meet The Superhumans identified a new way of looking at paralytic sport, the idea of Winter Olympians conquering nature repoints the way we look at these sporting endeavours.
Add in a stirring poetic voiceover and some terrific animation of an unforgiving mountainous snowscape (which took the agency ten months to complete) and you have a terrifically powerful two minutes.
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