In the first of a three-stage campaign, independent agency Sunshine today reveals its first work for BBC Three. First job? Telling people exactly how the transition will work.
“There’s no point hitting people with a mountain of straight information. If you want an audience to take in multiple messages, you have to entertain them. Make them laugh,” says Hollie Newton, Executive Creative Director, Sunshine.
Collaborating with the writers and stars of breakthrough BBC Three comedy ‘People Just Do Nothing,’ Sunshine have produced a sixty-second spot to play out across BBC channels, telling the nation that “BBC Three isn’t closing, it’s moving to the interwebs”.
‘Live’ from “the UK’s only dial up internet café cabin”, the tongue-in-cheek film is aimed at the channel’s 16–34 year old audience. Starring key talent from BBC Three’s most popular programming, including Chabuddy G and Steves of People Just Do Nothing, comedian Romesh Ranganathan, presenter Stacey Dooley and actor Tyger Drew-Honey, the film will be accompanied by a series of comedy short-form content in BBC Three’s social and digital channels.
The film, directed by Somesuch's Max Weiland, accompanies a range of eye-catching stings, revealing the channel’s notorious new logo, ‘glitching’ into live BBC television throughout the next four weeks, in the build-up to the 16th February transition date.
Newton comments; “We couldn’t think of a more Sunshine project if we tried. Right at the forefront of massive cultural change, slap bang in the middle of popular culture.”
Creative Agency: Sunshine
Executive Creative Director: Hollie Newton
Designer: Simon Holmes, Gen de Rohan Willner
Producer: Julia Methold @ Bridle Production
Strategy Director: Jenny Howard
Strategy: Vinay Chaudhri