Sunshine launches BBC Three online transition campaign

Sunshine has collaborated with the writers of People Just Do Nothing for the campaign telling audiences about BBC Three's transition from TV to online.

This is Sunshine’s first piece of work for BBC Three and the first stage of the three-part campaign, which began airing today (22 January).

The first film features Chabuddy G, a character from the BBC Three comedy show, People Just Do Nothing, who explains the switch-over from his dial-up internet café. Other BBC Three talent, including Stacey Dooley and Romesh Ranganathan, also appear in the spot.

The ad will run across various BBC channels and was written in conjunction with the stars of People Just Do Nothing.

At the same time, BBC Three will start airing a glitch-y ident featuring the channel’s new logo in the run-up to the transition day, 16 February.

"There’s no point hitting people with a mountain of straight information. If you want an audience to take in multiple messages, you have to entertain them. Make them laugh," said Hollie Newton, Sunshine’s executive creative director.

The agency creatives that worked on the campaign were Nathalie Gordon, Robin Temple, Tom Woodlington, Selma Ahmed and Wren Graham. Max Weiland directed the ad through Somesuch.

Earlier this month, BBC Three unveiled its new logo, which was met with mostly confusion and derision by audiences.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

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

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.

Just published