BBC SUBSCRIPTION CAMPAIGN
Gerry Weber, Vice President, Brand & Creative
Robin Gill, Creative Director
Helen Marley-Hutchinson, Creative Producer
Debbie Tobias, Senior Designer
Tom Grenier, Senior Video Editor
Ankita Haidale, Designer
Jenn Dela Torre, Creative Operations Manager
Gerry Weber, Vice President, Brand & Creative
Robin Gill, Creative Director
Helen Marley-Hutchinson, Creative Producer
Debbie Tobias, Senior Designer
Tom Grenier, Senior Video Editor
Ankita Haidale, Designer
Jenn Dela Torre, Creative Operations Manager
Having invested in an improved, premium product experience and first ever national brand campaign, BBC looked to optimize its audience experience with another first for the organization – a direct subscription delivering the best of BBC content, from streaming news channel and radio stations, to podcasts and premium documentaries – all in one place. Its announcement marked a huge opportunity for brand and creative, along with the challenge of announcing to long term users that some content will soon be paywalled. The campaign strategy focused on BBC’s core values, reminding audiences of the breadth, depth and sweat behind BBC’s incredible content, with a gentle push towards the new subscription product. Sourcing imagery from across the organization and with direct, simple language, the digital campaign went live to audiences in July 2025.
This was a milestone project for the company, launching subscription on BBC.com. Ankita was the lead designer for all campaign assets, which included programmatic display, social ads and CRM placements, leading an exhaustive and challenging search for photography that captured BBC’s global reach and curiosity with a consistent and arresting aesthetic. She designed a system of layouts that could flex across extreme vertical and horizontal formats, and photography assets to match, building dynamic HTML5 ad units that cycled through imagery and demand attention. Cooly handling multiple rounds of stakeholder feedback that went all the way to the top of the organization, Ankita delivered a standout campaign that set a benchmark for BBC’s direct-to-consumer subscription marketing into the future.
This was a milestone project for the company, launching subscription on BBC.com. Ankita was the lead designer for all campaign assets, which included programmatic display, social ads and CRM placements, leading an exhaustive and challenging search for photography that captured BBC’s global reach and curiosity with a consistent and arresting aesthetic. She designed a system of layouts that could flex across extreme vertical and horizontal formats, and photography assets to match, building dynamic HTML5 ad units that cycled through imagery and demand attention. Cooly handling multiple rounds of stakeholder feedback that went all the way to the top of the organization, Ankita delivered a standout campaign that set a benchmark for BBC’s direct-to-consumer subscription marketing into the future.
