BBC: BBC MASTERBRAND

Credits & Description:

Advertiser: BBC
Agency: INTERBRAND
Category: Channel branding or Programme branding
Advertising campaign: BBC MASTERBRAND
Client Manager: Emma Gaskell (Interbrand)
Executive Creative Director: Gion-Men Krugel (Interbrand)
Creative Director: Ian Styles (Interbrand)
Designer: Josh Millar (Interbrand)
Associate Director: Abigail Taylor (Interbrand)
Designer: Mariana Lancastre (Interbrand)
Designer: Macaila Laubscher (Interbrand)

Implementation
Our response was a series of strategic and creative shifts to help the masterbrand become more accessible, distinctive and confident. We opened up the iconic blocks, and projected amazing content onto them, so audiences can now link significant events and initiatives back to the Masterbrand, strengthening their emotional connection. A signature behavior has been developed and now all BBC masterbrand moments drive equity back to the brand.

Outcome
During the Games, over 60 million people in the UK watched this identity come alive at least 10 times on their TV, tablet and smartphone. The very fabric of the corporation became more welcoming and inclusive, all this at one of the toughest moments in its history. The BBC gained the tools to project the excellence of its content onto the masterbrand. With our help, the corporation secured a lasting Olympic legacy.

Client Brief Or Objective
In the Olympic year, our brief was to create a new strategy and visual identity for the BBC masterbrand. If successful, the corporation would gain a clearer and louder voice to cut through the background noise of budget cuts, increased media choice and a changing marketplace.

Brief Explanation
In 2012, more than ever before, the BBC needed a dynamic brand to reaffirm it’s commitment to inform, educate and entertain the nation - against stiff and increasing competition, and with the eyes of the world on the UK.