BBC unveils World Cup “Rainbow Nation” campaign

The BBC has revealed its campaign for its coverage of the World Cup which centres on the strapline The World Cup from the Rainbow Nation, with a film created by RKCR/Y&R.

The World Cup from the Rainbow Nation campaign aims to showcase South Africa’s rich heritage, the diversity of the competing countries and bring to life, through colour, the emotions of the many fans, players and nations taking part. The BBC says the World Cup is its widest reaching event, in terms of scale and breath of audience.

The film was shot on location in South Africa and is combined with stock footage. RKCR/Y&R worked with production company Digital Kitchen, known for its work on Dexter and True Blood. A fully integrated campaign will be executed across a variety of platforms including TV, idents, radio and digital, and a yet to be revealed online idea, which the BBC says will follow soon.

This story first appeared on pitch

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here