Challenge

BBC America had a quality line-up of television dramas to place into consideration for a season of coveted entertainment awards. Branded together as “Dramaville”, we were charged with drawing voters’ attention to the series and its stars and through potential results, helping the network make the case for additional award season marketing.

Insight

In an ensemble grouping of various programming, specific positioning of strong key art plays an important role in distinguishing between and defining distinct characters and series.

Solution

We developed a “Dramaville For Your Consideration” campaign using existing key art with strategic placement of character close-ups throughout the mailer to differentiate between each series, while prominently featuring their stars. Against a backdrop of dark, rich tones, the branded DVD booklet, and print and digital ads expressed a sense of elegance and weight. Luther’s Idris Elba and The Hour’s Dominic West were nominated for Best Actor in a Miniseries or Made-for-TV Movie, while West’s Hour co-star Romola Garai grabbed a nod for Best Actress in a Miniseries or Made-for-TV Movie.