THE VOICE
‘SINGER WANTED’
Client: ITV
Role: Creative Lead / Concept / Scriptwriter
Brief:
The brief was one line...'bring the four coaches together and make them perform as one band". Rather than delivering a straightforward performance piece, we saw an opportunity to create something more iconic.
Insight:
Our insight centred on the anticipation that builds in the moment before a new act sings their first note. I turned this tension into the creative concept and script for ‘Singer Wanted’, deliberately withholding the vocalist to build intrigue and pose the campaign’s central question...who will become The Voice? This simple creative device became the narrative engine for the campaign, creating a natural and engaging way to introduce the new series.
Creative Idea:
The concept was extended beyond the hero spot into a social-first audience participation campaign. Taking inspiration from the traditional ‘Singer Wanted’ advertisements found in local newspapers, we created our own version and invited aspiring singers to audition online for the chance to appear in the upcoming series.
This approach turned a simple entertainment brief into a multi-channel campaign platform, connecting broadcast creative with social participation and giving the audience an active role within the campaign. It demonstrated how a distinctive creative idea could generate both a memorable hero execution and additional content designed specifically to drive engagement and participation.
SOCIAL
OOH
