The Road to Rio

Narrative

Info below

Art&Graft, in collaboration with The National Lottery, ITN Productions, ITV Creative and ITV AdVentures, have directed, designed and produced a campaign to showcase The National Lottery and ITV’s support of Team GB at the Rio 2016 Olympic Games in August.

Comprising of a set of animated commercials, promos, POS and OOH collateral the campaign aims to inspire and represent the ‘togetherness’ that each Olympic Games brings to the nation; that we’re all joined together as we get behind our athletes.

The first film 'The Road to Rio', focuses on the story of Camelot being a key funder of Team GB; supporting over 1,300 athletes on their Roads to Rio, allowing them to train full time and have the best coaching, facilities and medical support in the world.

Every National lottery ticket and Scratchcard sold across the nation helps come together and provide the funding to Team GB. As such the film focuses on a transformative flock of tickets as they journey throughout the day to each corner of the UK - from the shores of Loch Lomond to the Angel of the North and Giants Causeway, magically transforming the equipment and kit of the heroic training athletes it encounters. The ad culminates at the White Cliffs of Dover where the Team GB athletes stand side-by-side with the UK public to unleash a massive ‘I Am Team GB’ banner.

As Creative Director Mike Moloney explains, “We wanted to create the epic, cinematic scenes synonymous with an Olympics launch, yet also introduce a warmth and charm that is sometimes missing when representing our heroic athletic superstars.

We wanted the tickets to feel magical and mischievous as they spring to life in the morning sunlight then, once they join together in a flock, to feel graceful and elegant as they sweep through the air and transform our Team GB athletes.”

Influenced by the paintings of Norman Wilkinson; his beautiful representations of British landscapes and sense of four seasons in one day, we sought to incorporate stunning lighting and a warm colour palette into the design of the environments.

Character Development

POS & OOH

Alongside the films, we designed a toolkit of key artwork for use across The National Lottery's point of sale and OOH campaign across the country.

Selected Press :

It's Nice That / Stash / The Drum / Design Week / Shots / Creativity / Digital Arts

Making Of:


Credits :

Client

The National Lottery / ITV

Art&Graft

Designed, Directed & Produced by Art&Graft

Creative Director — Mike Moloney

Head of Animation — Clement Bolla

Head of 3D — Martin Salfity

Art Director — Stephen Middleton

Producer — Tom Bromwich

Illustration — Colin Bigelow, Clement Bolla, Stephen Middleton, Guitty Mojabi, Jim Wheeler

Character Animation — Clement Bolla, Ricardo David, Ellie Dupont, Sunil Kumar, Florian Mounie, Vincent Techer

Animation — Clement Bolla, Nicholas Canticus, Joe Maker, Stephen Middleton, Sam Munnings, Martin Salfity, Jim Wheeler

Print Artworker — Stephen Everett

Music — Nothing But Love by James, BMG Rights Management

Sound Design — Grand Central Studios

ITN Productions

Executive Producer — Jemma Cassey

Campaign Producer — Jennifer Collins

ITV

Executive Creative Director — Tony Pipes

Creative Director — Anton Ezer

Campaign Manager — Heena Jivan

Marketing Manager — Natasha Reddy

Tags: Commercial Narrative

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