Next Project:
Made to Make You Think
Category
Campaign
Year
2024
Role
Creative Direction
Credits
Bryan G., Chapin C., Katie E., Scott S., Leana C., and more.
Launching the BBC brand in the media-skeptic U.S. market.
The BBC has been a trusted, global destination for news and entertainment since its inception in 1922. However despite its sterling reputation, it hasn’t traditionally been top of mind destination for consumers in the US market. To change this, we partnered with BBC Studios, the commercial arm of BBC Group, to develop their first ever US brand campaign "Made to Make You Think.” The campaign represents a significant milestone in the BBC’s continued efforts to grow its presence in North America and shape the future of news and entertainment consumption.
Success metrics: +25% over benchmark intent to visit, 90th percentile attention, +37% video completion rate, +13% click through rate, +31% lift in ad recall
Recognizing the BBC's unique place within the U.S. market as a perceived outsider, we identified the opportunity to position the BBC above the polarized US media landscape by simply telling viewers “We're not here to tell you what to think.” Setting out with the mission to “restore the grandeur” to news, the "Made to Make You Think" campaign aims to highlight the BBC's identity and values, resonating with current consumers and advocates, seeking to inspire the U.S. audience to explore the BBC further and engage with the brand across platforms.
Mission Film
Two launch films provide viewers with a wider look at the BBC’s offerings, showcasing the breadth of the BBC’s content - from hard-hitting news coverage to award-winning entertainment and lighter features. The films utilize footage captured by journalists and videographers, showcasing the authenticity and integrity of their global reporting.
This launch film provides viewers with a wider look at the BBC’s offerings, showcasing the breadth of the BBC’s content - from hard-hitting news coverage to award-winning entertainment and lighter features. The film utilizes footage captured by journalists and videographers, showcasing the authenticity and integrity of their global reporting.
Spanning film, digital, social, audio, and out-of-home, each touchpoint of the campaign was created to prompt the audience to consider an issue or perspective with clarity and substance. The effectiveness of the campaign and the core message "We're not here to tell you what to think. We're made to make you think." is undeniable, with clickthrough, recall, and completion rates all well over benchmark numbers.
