BBC asks 'Where Next?' with cross media campaign from RKCR/Y&R

The BBC has worked with RKCR/Y&R to produce ‘Where Next?’, a cross media campaign demonstrating the broadcaster’s continued commitment to innovation for public benefit throughout its 90 year history.

Using a combination of footage from the BBC archive, adapted and shot scenes as well as animation and CGI, the creative takes the viewer on a journey of broadcast, technological and creative advances from 1922 to the present day.

Developed by creative team Barnaby Blackburn and Gustavo Kopit and creative directed by Toby Talbot, Ted Heath and Paul Angus, Aardman Animations worked with the agency to recreate Morph.

Matthew Herbert of the BBC’s Radiophonic Workshop created the soundtrack and The Mill post production house blended scenes and brought together The Ministry of Silly Walks, Ceefax and Johnny Ball presenting microcomputers on Newsround.

“The BBC as an organisation is constantly innovating with a public purpose. From colour television to BBC iPlayer, the BBC innovates to make our lives richer. It has been a fun and stimulating challenge to tell that story by piecing together all of the BBC’s fantastic archive footage,” commented RKCR/Y&R’s vice chairman Alison Hoad.

The campaign is set to run across TV and radio on the BBC’s channels and stations, the creative points to a ‘Where Next?’ site on bbc.co.uk which features an interactive timeline of BBC innovations. The campaign will be reviewed over the course of the year with shorter TV trails demonstrating on-going innovation.

Hoad added: “The journey we have portrayed takes you through such a wide range of innovations and advances from 1922 all the way to the present day that you really are left with a sense of pride at all of the things that our national broadcaster has created over the years. Not only that but it is exciting to think what game changing innovations the BBC will bring us in the future.”

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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