Made of Here
The BBC needed to prove its worth more than ever leading into Royal Charter funding negotiations. People question the license fee value-for-money, and misperceptions of BBC being an elitist London centric institution are rife too.
So we decided to shine a light on the one thing people universally had an emotional connection to – the SHOWS, highlighting the BBC’s commitment to championing UK storytelling like no one else.
Made of Here is a multi year platform celebrating where the BBC’s stories come from — an ode to the towns, cities and communities in every corner of the UK that inspired the BBC’s most loved documentaries, shows and characters. Places that are more than a location, but important characters in their own right. They make the BBC what it is today.
Our launch film took a trip across our isles, we projected these stories onto the exact communities that gave birth to them, showing how the BBC really is “all of ours” — all to a reworked version of 'My Home' by Myles Smith.
The always-on platform runs nationally with hundreds of hyper local ideas / content / executions running on all channels, stretching into all sorts of places beyond ads, and has become a pillar within the BBC’s internal identity, becoming the most successful brand campaign in the BBC’s history — a) in perception uplift, b) an unprecedented 37% uplift in content viewing and c) 34% in talk-ability.
---- Client: BBC
---- Role: The Idea / Writer / CD