While well-known, the BBC hadn't been a top-of-mind destination for consumers in the US. Their target audience, educated and skeptical, don't trust traditional media outlets, perceiving them as heavily biased.

So, we partnered with BBC Studios to develop their first-ever US brand campaign under the pretense that people are smart enough to make their own decisions when given the facts. It positioned the BBC as the antidote to bias: presenting news without agenda and trusting audiences to think and draw their own conclusions.
Make you think.