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.
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.