The BBC is a legacy brand with a huge global presence, but was looking to break through to the U.S. audience in a meaningful way. We positioned the brand as a more trusted news source amid the biased chaos of the American media landscape.
I wrote the creative platform and tagline, Made to Make You Think, which defines the BBC’s role as encouraging their audience to stay open to new perspectives. I also helped concept the script and the three-block visual system, which became the hero look-and-feel for the campaign. The campaign launched in 2024 through high-profile OOH and TVC, with plans for more in the future.
Creative Director: Katie Edmondson
Creative Director: Scott Steele
Creative Director: JP Gonzalez
ECD: Bryan Gregg
Editor: Mark Potter @ Cosmo Street
Press: Ad Week
