I’M A CELEBRITY…GET ME OUT OF HERE!
TWO MEN IN A BOAT
Client: BBC Nordic
Role: Creative Lead / Scriptwriter
Brief:
Our brief was to create a social-first campaign that takes viewers from the armchair to Australia, building anticipation for the new series through an idea that actively involves the audience.
Insight:
Three weeks of trials and tribulations make the jungle more than a reality show...it’s an adventure full of twists and turns, where every challenge, setback and breakthrough shapes each celebrity’s story.
Creative Idea:
We turned that sense of adventure into ‘Two Men in a Boat’ with a choose-your-own-adventure campaign that puts the audience in control of Ant & Dec’s journey to the jungle. We developed an integrated series of cinematic films following the duo as they travelled towards Australia, with each instalment ending on a decision point and giving viewers the power to determine what happened next by voting online.
The format transformed a traditional promotional campaign into an interactive audience experience, with social engagement directly influencing the narrative and creating a reason for viewers to return and follow the journey across multiple films.
The campaign became ITV’s most comprehensive I’m A Celebrity advertising campaign at the time, with seven cinematic promos developed across the campaign, four of which aired, alongside the development of a bespoke digital app that enabled the audience voting mechanic and brought the interactive concept to life.
By combining a strong audience insight with an interactive creative mechanic and a multi-channel content strategy, we created a campaign that extended the world of the show beyond the screen and made the audience an active part of the story.