The Fearless Are Here

BBC Sport celebrates the fearless athletes of the Winter Olympics.

During the 2018 Winter Olympics hosted in South Korea, Y&R London helped make the BBC’s coverage of the games the most-watched ever among the 16-30 age group.

In its trailer promoting BBC Sport’s coverage of the Winter Olympics, Y&R London took creativity to bold new levels to refresh the target audience’s perceptions of the classic BBC brand. In BBC Sport’s ‘The Fearless Are Here’, we dramatized the idea that it is the athlete’s ability to tame fear that makes the Winter Olympics an event unlike any other.

A fly-by-the-seat-of-your-pants animation created with Smith & Foulkes depicts athletes overcoming their fears, which are brought to life as animated and mythical South Korean beasts. Paired with a dramatic drum beat, the work lays bare the challenges and promise of the Winter Olympics on the BBC.