BBC Three has hired creative agency Sunshine to transition the channel from traditional on-air broadcasting onto digital platforms with shortform comedy videos.
Sunshine will take BBC Three off-air and onto digital in a project that will see it collaborating with the writers and stars of BBC Three comedy ‘People Just Do Nothing' to produce a sixty-second spot that will play out across BBC channels.
The spot is the first step in a three-stage campaign, and will tell the nation that “BBC Three isn’t closing, it’s moving to the interwebs”.
The short film, directed by Max Weiland from Somesuch, has been created for the channel's 16-34 year-old audience that will see it broadcasting 'live’ from “the UK’s only dial up internet café cabin” that sets the scene of the film. It will star talent from BBC Three’s programming, including Chabuddy G and Steves of ‘People Just Do Nothing’, comedian Romesh Ranganathan, presenter Stacey Dooley and actor Tyger Drew-Honey.
The film will be accompanied by a series of comedy short-form content in BBC Three’s social and digital channels. It accompanies a range of stings that will promote the channel’s new logo in the four weeks leading up to the 16 February transition date.
Niki Carr, head of marketing ar BBC Three said: “We are really excited to kick off the campaign using some of our best loved talent. We have listened to the questions our audiences were asking us about the move online and tried to answer these in a way which hopefully makes them laugh. This is just the start of a campaign that aims to educate, entertain and excite new and existing audiences about the brilliant stuff to come."
Meanwhile Hollie Newton, ECD, Sunshine talked of the motives behind the comedy campaign: “There’s no point hitting people with a mountain of straight information. If you want an audience to take in multiple messages, you have to entertain them. Make them laugh."
The second stage of the campaign launches next week, with a brand 'call-to-arms'.