BBC iPlayer – Wasted on Some
As viewing habits change, the success of iPlayer has become key to the BBC’s future. Yet it was struggling to connect with younger audiences, who assumed that neither the content nor brand was for them. The creative brief set out to challenge this perception and prove that the platform was indeed relevant to under 35s. Wasted on Some is an irreverent brand campaign that pokes fun at this assumption, by creating caricatures of what young people believe the typical BBC viewer to be, before playfully suggesting that many iPlayer shows are in fact wasted on this audience.
- Film AdvertisingWriting for Film Advertising
Country
- United Kingdom
Client
- BBC
Production Company
- Anonymous Content
Executive Creative Director
- Helen Rhodes
Head of Production
- James Wood
Head of Planning
- Mike Lean
Creative Director
- Becca Pottinger
Creative
- Andy Parkman
Senior Producer
- Rachel Roberts
Project Manager
- Phoebe Bibbings
Planner
- Rosanagh Ker
Producer
- Jessica Greshoff
- Ben Roberts
Production Manager
- Caroline Greig
Production Coordinator
- Beth Morson
Audio Producer
- Gavin Matthews
- Michaela Hallam
- Deborah Whitfield
- Dominic Ross
Digital Creative Director
- Ashley Temple
Photography Director
- Jane Record
Sound Design
- Marc Hardman
- Mark Hills
Designer
- Dan Cavicchia
Motion Designer
- Mark Robertson
- Kieran Ahmed
Head of Marketing
- Kerry Moss
Marketing Manager
- Nick Gilmer
Marketing Executive
- Lucy Hodson
Media
- Tony Dalton
Campaign Coordinator
- Sam Cuthbertson
Post Production
- Stanley Post
Advertising Agency
- BBC Creative
Design Agency
- BBC Creative
Director
- Tim Godsall
Executive Producer
- Tor Fitzwilliams
Digital Producer
- Ben Smithard
Art Director
- Morgan Kennedy
Associate Director
- Adam Spivey
Colorist
- Jason Wallis
Online Editor
- Mark Chapman
Compositor
- CJ Gaikward
Post Producer
- Oscar Wendt
Photographer
- Ian Weldon
- Alex Telfer
As viewing habits change, the success of iPlayer has become key to the BBC’s future. Yet it was struggling to connect with younger audiences, who assumed that neither the content nor brand was for them. The creative brief set out to challenge this perception and prove that the platform was indeed relevant to under 35s. Wasted on Some is an irreverent brand campaign that pokes fun at this assumption, by creating caricatures of what young people believe the typical BBC viewer to be, before playfully suggesting that many iPlayer shows are in fact wasted on this audience.