Arabella Gilchrist Awards
Arabella Gilchrist Awards
page-template,page-template-full_width,page-template-full_width-php,single,single-page,postid-22062,stockholm-core-2.1.8,select-theme-ver-7.7,ajax_updown_fade,page_not_loaded,,qode_menu_,wpb-js-composer js-comp-ver-6.6.0,vc_responsive

Casanova, a costume drama, was getting first play, controversially, on BBC Three, which had a young, male skewed audience. Not the traditional viewers of costume drama! Create a TV and print campaign that remains true to the programme whilst talking to the core channel demographic.

BBC 3 Logo

To find an angle that would meet the tough brief, we reviewed the programme material and discovered it had a distinctive rebellious attitude to it, unusual for this genre. In addition the doyenne of punk – Vivienne Westwood, designed all the costumes. Our idea therefore was clear, “ Casanova was the original punk.”

Record viewership and a promax award! The cut through caused a large debate within the BBC as the drama was moving to BBC One after it aired on Three. The campaign had such a high profile that BBC One were concerned it could alienate their audience and commissioned a more traditional clip based campaign for their channel.