BBC World News America Campaign

How do Americans like their news? If you judge by the mainstream, with a hefty dose of sensationalism. It’s a tough environment in which to find serious news viewers, so BBC needed a campaign that cut through all the noise, and placed it on the high ground among American news networks.

Separating fact from fiction to make headlines.

With a graphically minimal, headline-driven approach, we created a campaign that not only spoke for its network, but embodied it. Like BBC World News, the ads told the real story, taking a hard line (literally) against sensationalism or scandal. Excess was edited out. “Nonsense” was transformed into “Sense.” And BBC became the network with the acuity and attitude to know the difference.