BBC Radio 1
, BBC Radio 2 , BBC Asian Network , BBC Radio 5 Live , BBC Sport
The BBC wanted to take its audience on a journey to the East for the Olympics.
Early on, Damon Albarn had been recruited to create the music and the animation for the TV, and Fresh Air was brought in to bring the message to radio.We worked with Damon to help him make versions of the track for Radio 1 and Radio 2.
We then went out and found a brand new voice over for the campaign - a search which took us round the UK. We settled on James Wong - the manager of a Chinese restaurant in Birmingham! It meant we had a modern sound - an image of 21st century China, but within a traditional and instantly identifiable sound.
The campaign resulted in the most incredible audiences for the Olympics and a superb audio identity for the BBC's coverage.