The agency won a brief to promote MTV's controversial new series The Bedroom Diaries, following a pitch against an undisclosed agency. Work Club will now create a discussion platform on Bebo to encourage debate about the issues raised by the series, which include relationships, sexuality and religion.
The agency is creating five Bebo sites, one for each topic covered. Each will be supported by online advertising.
The Bedroom Diaries will air every night for two weeks from 4 February, and features nine teenagers talking about sex and other major issues facing them.
Each 30-minute episode is made up of self-shot videos and fly-on-the-wall footage of the contributors as they go about their daily lives with their friends.