BBC Talent

Creating a unified brand to bring in new talent.

Background

BBC Talent is a yearly initiative to bring new talent into the BBC. Under a single brand, a number of schemes operate to attract aspiring radio presenters, video producers, sports reporters and so on. Previously there had been little cohesion between the different schemes and no strong link between the advertising campaign and below-the-line support material. Another priority was to attract applicants from all walks of life and counter the perception that the Beeb was staffed exclusively by Oxbridge graduates.

Solution

The TV advertising campaign revolved around the phrase 'If you have a spark of talent, don't let it go out.' Our task was to interpret this concept graphically and apply it across a range of materials, from literature, posters, cards and web to more unusual items such as t-shirts, umbrellas, bags and even a taxi serving as a mobile interview booth.

Results

The campaign material was well-received within the BBC. In addition to the briefed items, we suggested and produced two others. A 'Sorry' leaflet aimed at supporting unsuccessful applicants featured famous 'rejections' and positive messages of encouragement. Boxes of matches in black and orange bearing the line 'Don't let it go out' linked with the central idea 'spark of talent'. There was also a range of branded materials including a London cab plus posters and invites for the comedy and film finals. The success of the campaign has led to a further commission for the 2004 scheme and an introduction to BBC3.

More BBC work

BBC Radio Five Live