The five-minute film outlines the journey skeleton has been on in Britain over the last 20 years, from a relatively modest beginning to one of the leading nations in the sport.

Commercial director for British Skelton, David Henwood shared his delight for this imaginative and innovative cartoon.

"We believe this is a first for a British sport's governing body and we hope [it] is a commercial programme innovation that can help us significantly raise the awareness of our sport between now and Sochi," he said.

"Ignite are a fantastic partner for us in this regard and we can't thank them enough for taking our story to their hearts and helping us to tell it."

Shelly Rudman of Great Britian competing at the IBSF Bob Skeleton World Championship in St Moritz, Switzerland

The initiative is part of the "Support British Skeleton – Follow us, Join us, Sponsor us" campaign running in the build-up to Sochi 2014, and more cartoon updates are planned between now and the Games.

"We pride ourselves on looking at innovative ways of communicating change," said Mark Long, the owner of Ignite, and creative driving force behind the cartoon.

"The British Skeleton story is probably one of British sport's best kept secrets, but one that simply has to be told.

"We are incredibly proud to be associated with this amazing sport and its athletes in Olympic year and have already passed the link onto our FTSE client database.

"If you like it, re-tweet it - it might even go viral!"

To see the film click here and is also available to watch on British Skeleton's youtube channel. 

Contact the writer of this story at [email protected]


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