Olympic campaign: Journey from the West to the East

The concept of the animation derives from old Chinese fables, a novel published in the 16th century depicts a story famous within China.

I felt that the image the animation portrays the classical elements of China and old traditional story telling presented with a contemporary style generated to produce a inviting and innovative introduction to the olympics.

The BBC commented that it also aims to attract younger audiences as well to watch over the forthcoming weeks. I think the energetic theme is a good build up for the games and the twist of taking the original story 'Journey to the West', where the plot is to search for Buddhist scriptures is turned around to depict them travelling to the Beijing stadium, 'Journey to the East'.

However, I do not think many westerners will be aware of the depth in the concept, unless they have had exposure to the sotry...but I still think creatively it is a good animation reel.

Controversially, China's history and mystery to outsiders the Oylmpics allowsa chance to showcase their developments from suppressed society. This is also is an opportunity to show the journey for the country as well. It will be interesting to see how the traditional culture and modern ideas coincide in the reality of the games.