Bear Grylls - Only on Discovery
Award: Wood Pencil
Wood Pencil / TV & Cinema Communications / TV Promotions & Programme Junctions / 2011
For the first time Bear’s new series was exclusively available on Discovery, so the brief for this project was straightforward: to ‘own’ Bear Grylls. A 360-degree campaign was created to present him as the dynamic face of the channel, using the brand values that Bear embodies – adventure, intelligence and a pioneering spirit – to produce a specially shot brand piece (available in stereoscopic 3D) and an innovative clip-based execution for core ‘Born Survivor’ fans. The campaign saw record ratings for the series, as well as increased brand recognition and spontaneous awareness of both Bear Grylls and Discovery Channel.
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