Redefining a British Classic
Objective: Create a brand expression that inspires a contemporary American audience to explore BBC America programming. Draw upon the BBC’s history of unique and singular voices to bring potential users into a mobile app that supplements and increases engagement with show content.
The Theme: Reveal Extraordinary
As children, each day is rife with the possibility of the extraordinary. Discovery is just around every corner. We must never lose this sense of wonder. The extraordinary lives in the everyday. It exists in everyone. We are committed to this search for the transcendent. BBC America reveals the extraordinary in the most unexpected places.
The BBC America mark embodies the concept of revealing - transitioning from one state to another. It’s motion and variability communicates the mystery of the unseen. In activation, as seen in the interstitial below, it is set over various colors and forms.
The Subway
The Bookstore
Customers are presented with a shelf of show-themed books. Upon examination, shoppers find that the books are actually cases for a branded cardboard oculus and a link to the app. Again, we reiterate the theme of discovery.
The Airport
Airport placements contain key brand elements while driving users towards the app. Certain ads highlight unique content relevant to an in-flight experience.
The App
The app contains a variety of mini-games and VR experiences for many of BBCA’s most popular shows. As seen below in Sherlock’s virtual mind palace, the games often lead users to real-world rewards.
