BBC Scotland

The Brief

After a mixed response to the launch of the new BBC Scotland channel, we were tasked with creating a campaign that would celebrate and promote the channel’s content to a cynical audience.

The Work

Research showed that many negative perceptions about the new channel were based on misinformed assumptions. Those who had tuned in were pleasantly surprised by the variety of brilliant shows, each offering something different to the norm. This became the key idea to persuade the naysayers: BBC Scotland Brilliantly Unexpected.

Despite the doubt, BBC Scotland had a load of brilliant shows, which all offered something unexpected.