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

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