Digital Transformation

Rubber Republic to bring online lease of life to new BBC nature series

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By The Drum Team | Staff Writer

October 14, 2009 | 3 min read

Rubber Republic, the viral and social media agency, is teaming up with the BBC to launch its flagship nature documentary Life.

Life follows in the scale and ambition of the BBC's popular Planet Earth and Blue Planet series. Over the course of ten episodes, David Attenborough looks at the extraordinary ends to which animals and plants go in order to survive.

Every week, before each episode, Bristol-based Rubber Republic will take previously unseen preview clips of the BBC 1 series to an online audience. The clips are a taster of this series.

"The BBC has a track record of producing footage that people love and want to see – it's fantastic for us to be able to work with them and take clips from this series and match them up with relevant online communities each week," says Kirk Hullis, account director at Rubber Republic.

Rubber Republic will also be using footage from the series to promote the BBC's new and incredible Nature site, which offers an archive of video and sound clips spanning over 30 years.

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This isn't the first time that the BBC has turned to Rubber Republic. Earlier this year, Rubber Republic achieved over 800,000 hits in the first two weeks for the Slo-Mo surfer clip for the BBC documentary South Pacific.

Rubber Republic also helped promote online the Blue Planet series, the Today programme, the Electric Proms, comedy Gavin and Stacey, and Digital Revolution, a docu-series about the Internet.

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