Gorillaz journey East

Among the many highlights of the Beijing 2008 Summer Olympics are the BBC's trailers and titles that promote and bookend coverage across a full range of media. The combination of animation and music, the work of Jamie Hewlett and Damon Albarn, runs throughout a marketing campaign on TV, HD, radio, online, mobile and red-button interactive coverage.

The inspiration for the campaign is the tale of the Monkey King as featured in the 16th-century novel Journey to the West, thought to be written by Wu Chen-En. The Hewlett-designed characters Monkey, Pigsy and Sandy are seen participating in Olympic sports on their journey to Beijing and the Bird's Nest Stadium. Sports represented in the animated sequences include gymnastics, the hammer throw, sprinting and diving.

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