The challenge set was to create a campaign that would overcome general apathy felt towards the Beijing Olympic Games (no one anticipated the success of team GB!). The primary task of the creative was to generate excitement around the Beijing Olympics and engage younger audiences who are harder to reach for the BBC. A multiplatform campaign was created at the heart of which was a 2 minute film with music and animation by Gorillaz’ Jamie Hewlett and Damon Albarn. The narrative sees the heroes use their talents to over come obstacles on their journey to Beijing.