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Reggae hook catches spirit of Team Jamaica at Sochi

"To the right... It's bobsled time! To the left... It's bobsled time" goes a reggae track accompanying an 8-bit video short celebrating the Jamaican bobsleigh team at the Sochi Winter Olympics.

Bobsled Time: video celebrates Jamaican bobsleigh team's appearance at Sochi 2014

Bobsled Time: video celebrates Jamaican bobsleigh team's appearance at Sochi 2014

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The Jamaican Olympics team, whose Winter Olympics debut in 1988 was fictionalised in the Hollywood film ‘Cool Runnings’, is currently ranking last in the event, so short of a miracle, will not step up to the podium.

However, the catchy 90-second video, which was funded by PayPal and created through crowdsourcing, is a winner in capturing the team’s positive spirit in inimitable style.

The video combines animated graphics with footage of the actual bobsled track.

Client: The Jamaica Tourist Board

Brand: Jamaican Bobsled Team

This article was first published on marketingmagazine.co.uk

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