3DMs work on BBC Knowledge brand

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Three Drunk Monkeys has launched a brand campaign aiming to build awareness of BBC Knowledge, with the new positioning line: “A little knowledge goes a long way.”

BBC Knowledge is BBC Worldwide’s factual and documentary channel – Channel 612 on subscription TV platform FOXTEL.

The agency was asked to develop the BBC Knowledge brand following its Moon Week campaign in July 2009, promoting the channel's coverage of the 40th anniversary of the first moon landing. The new campaign consists of a 60-second TVC and a print ad.

Using Seattle-based director Sean Pecknold and the voice of comedic actor Richard E. Grant, the 60-second TVC takes the viewer on a journey through some of life’s amazing truths.

The campaign continues with the same irreverent tone of the Moon Week campaign and reflects the approach of BBC Knowledge presenters such as Jeremy Clarkson, Bruce Parry and Louis Theroux.

The aim of the campaign is to encourage guys to include BBC Knowledge 612 in their entertainment repertoire by presenting the channel as a place where facts are more entertaining.

“This campaign is the beginning of BBC Knowledge’s journey to be a doco channel as famous and loved as the likes of Nat Geo and Discovery,” said Noah Regan, creative director, Three Drunk Monkeys. “It’s a brilliant channel that delivers their information in a more unique and often humorous way.”

CREDITS
Client: BBC Knowledge
Marketing: Amanda McGregor, Brendan Dahill, Paul Kennedy, Hannah Bullimore.
Agency: Three Drunk Monkeys
Executive Creative Directors: Justin Drape, Scott Nowell
Creative Director: Noah Regan
Copywriter: Damian Fitzgerald
Art Director: Matt Heck
Agency Producers: John Ruggiero/ Thea Carone

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