With the release date soon in sight, the BBC is kicking off its Peaky Blinders fifth season campaign. However, instead of leveraging the talent employed in its in-house agency BBC Creative, it has enlisted help from the cult TV show's fan base, to help bring in new viewers, as it showcases on BBC One for the first time.
Since 2013, the crime drama has followed the Shelby Family - a real Birmingham gang that wreaked havoc in post-WWI Britain. A fan favourite since its inception, throughout the past four seasons, viewers have seen the dangerous group do anything and everything to elevate their status.
Ahead of the series return, back in June, the BBC called on anyone with a creative mind to submit artwork, by order of the Peaky Blinders.
The call-to-action resulted in 1,200 entries, which were whittled down to a select few by a panel. Each fan art selected received £1000 for their entry.
From 12 August, the work will appear in out-of-home locations across the UK in the form of murals and fly posters. Sites include the Village Underground in London and Birmingham's Custard Factory.
The campaign will also launch across digital, online and social platforms.