BBC America

To Americans, BBC stood for journalistic excellence. Or for Britcoms. Yet with its increasingly diverse slate of programming, the network wanted a simple yet engaging way to remind viewers that it was more than scones and pratfalls.

We gave new meaning to BBC.

Writing and producing a series of dynamic 15-second spots, we redefined some of the network’s biggest-drawing shows with the acronym B.B.C. It became a kind of playful shorthand: Gordon Ramsey as the “Blunt. Ballistic. Chef.” Or monster-ridden Being Human as “Beastly. Beyond. Comparison.” Quick cuts and bold graphics heightened the excitement as the campaign made it clear that BBC “stands for so much more.”