Pick of the week: BBC One, BBC Creative

BBC Creative, the new in-house agency, moves out of the broadcaster's comfort zone with its first ad.

Brand: BBC One
Title: Mother’s Day
Agency: BBC Creative

Gurjit Degun loves the change in BBC One’s style to promote EastEnders for Mother’s Day: "Top marks to BBC One for moving out of its comfort zone and creating an ad so dramatic that even those who hate soaps are likely to tune in." The spot was created by Olly Harnett and directed by Matt Rhodes.

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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