SKY & TEAM GB | WINTER OLYMPICS
A medal winning, influencer led CGI campaign
The Berry partnered with Infinitum, Sky and Ocean Outdoor to deliver an influencer-led campaign promoting Team GB at the Olympic and Paralympic Games, strategically centered around DOOH activation zones.
Working with a selection of popular online creators - blindtobes, theberryboys & chemmyski, each influencer produced a hero piece of content, released across the duration of the games. The staggered rollout helped sustain momentum and build relatable, social-first hype around the event.
But the campaign didn’t stop there…
A second set of films from each creator continued the narrative, keeping audiences engaged throughout the Games. These shorter, social-first pieces echoed the tone and concept of the hero film, delivering bite-size moments designed for feeds and helping extend the campaign’s lifespan through multiple creator posts.
“Say freeeeze!”
Creators captured selfie-style moments at the DOOH locations, playfully interacting with the campaign in real life. These social-first snapshots helped blur the line between the digital spectacle and the real world, making the activation feel spontaneous, shareable and authentic.
Utilising influencers across different audiences
The campaign partnered with a diverse mix of creators to bring the activation to life online. 4-time Olympian and BBC presenter Chemmy Alcott added credibility from the world of elite winter sport, while Blind Tobes, a visually impaired footballer and disability advocate, brought humour and personality that resonated with audiences. The Berry Boys contributed their signature buddy dynamic and CGI-led storytelling.
Together, the content generated millions of views and strong engagement across multiple online communities..
From street to social: Turning DOOH locations into content
Each influencer film was strategically set outside Ocean Outdoor’s DOOH activation sites, cleverly directing online attention to the real-world placements and blurring the line between digital content and physical advertising.
Behind the CGI magic…
Various CGI and VFX techniques were used throughout the films, most notably the creation of photorealistic, oversized winter and Paralympic sports equipment. Each piece was integrated in its own unique way, whether sliding across icy surfaces or suspended within blocks of ice. Subtle compositing work was also applied to the live-action photography, adding frost, ice and falling snow to each scene. This not only reinforced the winter setting but helped seamlessly blend the digital elements with the real-world footage.
