|Campaign||BBC One Refreshment|
|Date of First Broadcast/Publication|
|Business Sector||TV/Radio Programs & Stations|
|Story||The ad opens on a young office worker. He strips off his shirt and tie before climbing out of the window. A death-defying roof top journey ensues as our hero makes this way home. Below we see the gridlocked rush hour traffic. Reaching home he turns on BBC One.|
|Philosophy||Extensive research diagnosed that the image of BBC One was out of joint with the reality of the programmes it carried. Viewers thought of the channel as safe, solid, well-made and traditional. In reality, BBC One is shocasing many of the most exciting, refreshing programmes on British television. We wanted them to retain BBC One's core values but present the channel in a new light as refreshing, bold and surprising. The creative idea was to dramatise the unmissable nature of BBC One's programming in a visually dramatic and breathtaking fashion.|
|Problem||With the growth of new terrestrial, satelite and cable channels, BBC One was losing its share of the viewing audience. The task was once again to make BBC One the nation's favourite channel - the channel that viewers went to first.|
|Production Company||Gorgeous Enterprises|
|Creative Director||Peter Souter|
|Art Director||David Sullivan|
|Agency Producer||Edel Erickson|
|Editing Company||The Quarry|
|Lighting Director / Lighting||Peter Thwaites|
|Music Composer||Rip-Off Artist|
|Sound Design Company||Peter Raeburn|
|Sound Design Company||Tony Rapaccioli|
|Sound Design Company||Jonnie Burn|
|Sound Design Company||Parv Thind|
|Account Handler||Katie Sutton|
|Marketing Manager||Christine Madden|
|Production Company||BBC Broadcast|
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