Devising a powerful, multi-phased campaign for a global channel re-brand.
THE CHALLENGECreate a campaign for BBC Knowledge to support the launch of its re-brand around the world. Its main aims: to deliver the brand proposition “liberating knowledge” and the brand values “wonder”, “ideas” and “passionate personalities”.
THE SOLUTIONOur core thought was “big ideas are nothing unless they’re shared.” We rolled this out in three phases, with the unifying tagline: "Wonder. Shared."
For the first phase of the campaign we created a 60 second conceptual brand film inspired by a piece of new technology - digital spheres – which allow digital content to be displayed across 360 degrees, sharing stories and interacting with people.
The second phase involved two-minute mini documentaries with channel presenters including Brian Cox, Louis Theroux and Bruce Parry, each of whom was asked which big ideas from the past or present had inspired them and their work.
We then created a 60 second presenter brand film, which showcased all our key talent answering the question “when did you last say wow?” All the films were produced to run on-air and online on the BBC Knowledge global web site:
THE RESULTThe campaign is currently rolling out across the world.
“Red Bee perfectly captured the essence of our new BBC Knowledge brand with a stunning conceptual brand film and a series of unique, immersive mini documentaries showcasing our key talent”. (Benvon Crumpler, VP Marketing, BBC Worldwide Channels)