Title "Buzz Aldrin Announces the AXE Apollo Space Academy"
Agency Bartle Bogle Hegarty
Campaign AASA
Advertiser Unilever
Brand Axe Apollo

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Type Web Film
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About Bartle Bogle Hegarty

"When the world zigs, zag"

This philosophy was born out of the first print execution we ever produced back in 1982 to launch black Levi's. It became something of a model for our own business…and how we approach Client's problems always seeking to challenge the prevailing or conventional wisdom.

The philosophy has created moments in our own history when we decided to go against the grain of our industry. We were the first agency to become financially transparent. We were the first agency to create a micro network to serve global business. We were the first agency to recognise the need for channel planning to be at the heart of all creative development so we created a discipline called Engagement planning.

Engagement planning, not to be confused with media planning, is focused on understanding the consumer journey, bringing clarity to the roles different channels play in the marketing mix, identifying how brands can be built through interaction and participation, and most importantly using disruptive channel thinking to get to bigger ideas that deliver a step change in communication effectiveness.

At BBH, we believe in one central belief; that big, enduring ideas are the key to successful communications that create value for our Clients. It was true in 1982. It is even more true today. And in an increasingly complex and competitive world, it will be truer still tomorrow. So everything we do and all our structures support that single thought.

Latest News

Virgin Media, Netflix & Orange Is The New Black

In 2014, Netflix announced Virgin Media to be their preferred streaming provider. To celebrate the release of Season 3 of Orange Is The New Black, Netflix offered Virgin Media the opportunity to be one of the first UK brands to create exclusive branded content starring its famous characters.

The resulting campaign aims to appeal to fans of the show with a piece of content that suspends their belief, putting Virgin Media’s creative platform at the center of this blockbuster Netflix original series for just one minute.

‘Birds Behind Bars’, is a “gritty” expose that delves into the realities of prison life. The film follows new inmate Ally McNab, the owl from Virgin Media’s advertising campaigns, and the thrilling story of her time spent in Litchfield Federal Prison with its famous inmates.

The film uses a combination of new and existing footage and was produced, directed and edited by Black Sheep Studios, BBH London’s in-house production unit which launched at the start of this year.

The campaign is running online, on social media, in retail, and on video on demand.

“It’s a piece of content involving an entertainment property, a subscription streaming service and a broadband provider. It stars characters from a TV show interacting with characters from an advertising campaign, in an advertising campaign for a TV show, a broadband provider and a subscription entertainment service. Is this a new content type? We don’t know. Is it interesting? We think so, maybe simply because we can’t put it in a box.”

Jeremy Ettinghausen, Innovation Director at BBH and BBH Labs.


To read Jeremy’s full BBH Labs blog about the campaign, visit: http://bbh-labs.com/whats-in-a-name/

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