Fallon work gives BBC Three 'magic' number

Fallon is launching its first work for BBC Three, the BBC's new digital youth channel, in a national campaign introducing De La Soul's remixed hit The Magic Number as its signature tune.

The aim of the campaign is to establish BBC Three as a channel that speaks to young adults in their own language.

The work celebrates the idea of "three" as a magical number and highlights its influence on our lives. These influences include 3-D images, triangles, the earth as the third planet from the sun and the three primary colours.

A teaser campaign of blipverts establishes the strapline "The magic number" followed by a multimedia blitz using the BBC's TV network, plus outdoor, press, radio and online activity.

The TV ad shows three cultural tourists being driven on a three-wheeled tuk-tuk through animated "threes" to the soundtrack from the album Three Feet High and Rising, which has been remixed by the DJ Jon Carter.

The outdoor and print work build on this theme, with all activity signing off with the line: "BBC Three. The magic number." Targeted activity will follow the brand launch to encourage viewing for specific shows using TV work produced in-house by BBC Broadcast. There will also be further print work.

Gail Nuttney, the head of youth marketing at the BBC, said: "BBC Three represents the final part of the BBC's digital TV strategy, engaging a young audience with public service values. We needed a launch package that would capture their imagination and entertain them in the same way the channel itself will."

Andy McLeod, the joint creative director at Fallon, added: "This is about positioning the channel as unlike anything else this audience has ever seen before from the BBC."

The campaign was written by Rob Potts, art directed by Andy Jex and directed by Johnny Hardstaff through RSA Films. Print illustration is by Love and Jasper Goodall. Media buying is by PHD.

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