BBC BRAND CAMPAIGN
“MADE TO MAKE YOU THINK”
Gerry Weber, Vice President, Brand & Creative
Helen Marley-Hutchinson, Creative Producer
Debbie Tobias, Senior Designer
Ankita Haidale, Designer
Jenn Dela Torre, Creative Operations Manager
Creative Agency: R/GA
Video Editing: Cosmo Street
Music Studio: Bleeding Fingers
Sound Mix: Massive
“MADE TO MAKE YOU THINK”
Gerry Weber, Vice President, Brand & Creative
Helen Marley-Hutchinson, Creative Producer
Debbie Tobias, Senior Designer
Ankita Haidale, Designer
Jenn Dela Torre, Creative Operations Manager
Creative Agency: R/GA
Video Editing: Cosmo Street
Music Studio: Bleeding Fingers
Sound Mix: Massive
The BBC is well known but not top of mind for Americans. To solve for this, the BBC launched its first brand campaign in North America to raise awareness and drive people to the new BBC.com. At the core of the BBC are principles to provide impartial complete information so you can draw your own conclusions. Because at the BBC, we don't tell you what to think. We're made to make you think. This campaign creates a narrative using the editorial guidelines and mission of the BBC, as well as editorial content that spans platforms. Footage and images represent a fine balance between hard-hitting news stories and more light-hearted moments, showcasing the world we all share. The goal was to bring people together, not divide. The high intensity of the films, showing both heavy and light moments of our global coverage meant the score had to work with a wide range of emotions while keeping viewers engaged all the way through. The outcome is something we knew only Hans and his team could pull off. For OOH, we were in 8 major subway stations in NYC, 400 train interiors and the 3rd most instagrammed location in the world, the Godzilla billboard right in the heart of Times Square.
This project marked a few firsts. BBC’s first brand campaign outside the UK and Ankita’s first major assignment at BBC Studios. As lead designer for all static and some motion assets, she created dozens of paid social and digital banner designs and templates, balancing brand-led and content-led creative across single images and carousels. A large focus on her involvement included sourcing photography that defined the brand’s tone and aligned with the campaign’s direction, testing multiple options to get it right. She then versioned these assets across platforms, managing hundreds of deliverables with precision and attention to detail. For out-of-home placements, Ankita collaborated with video editors to turn her static storyboards into videos for Times Square billboards, vertical MTA screens, and train interiors. Throughout, she worked closely with internal and external teams to ensure everything was delivered on time, learning and adapting along the way.
This project marked a few firsts. BBC’s first brand campaign outside the UK and Ankita’s first major assignment at BBC Studios. As lead designer for all static and some motion assets, she created dozens of paid social and digital banner designs and templates, balancing brand-led and content-led creative across single images and carousels. A large focus on her involvement included sourcing photography that defined the brand’s tone and aligned with the campaign’s direction, testing multiple options to get it right. She then versioned these assets across platforms, managing hundreds of deliverables with precision and attention to detail. For out-of-home placements, Ankita collaborated with video editors to turn her static storyboards into videos for Times Square billboards, vertical MTA screens, and train interiors. Throughout, she worked closely with internal and external teams to ensure everything was delivered on time, learning and adapting along the way.
