Launch a gritty new drama onto BBC Three. Traditionally the channel had concentrated on new emerging comedy so it was important that this major drama commission launched well.
Create a compelling campaign where the narrative shifts backwards and forwards through time to keep the viewer captivated both through the visual and oral narrative. Shot on 16mm in the middle of the night and graded to give a dark gritty feel.
The highest ever viewing figures for a drama on Three. Many positive column inches in the press and several awards.