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BBC World News: News Beyond Your Borders

The BBC has debuted an all-news channel on Long Island, N.Y.'s Cablevision, which is being hyped via a curious "Maps" campaign, seen as posters on the Long Island Railroad as well as inserts in The Financial Times and the

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The BBC has debuted an all-news channel on Long Island, N.Y.'s Cablevision, which is being hyped via a curious "Maps" campaign, seen as posters on the Long Island Railroad as well as inserts in The Financial Times and the Long Island paper Newsday. If you don't quite know what you're looking at in this lead ad, for instance, that's OK. "The idea is to create something conducive to a commuter audience, so the maps are not intended to be immediately understood," says BBDO/New York CD Ari Weiss. "The thinking is, you stare at this poster, day in and day out for at least 40 minutes, and it'll eventually reward you by revealing itself. The campaign is meant to keep you coming back until you figure it out." But it may not take very long, at least in some cases. "It was tested with some groups and we were actually disappointed when a few people got them right away," says Weiss. As for the slogan, "the BBC is aimed at people who are tired of a U.S.-centric approach to news, whether it's national or international," he explains. The channel "appeals to those who are looking for a more agnostic and objective view of global events." OK, we got it, it's Santa Claus carrying a pair of geese for Christmas dinner. Illustrations by Karen Minot, www.kminot.com.
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About

Credits
Date
Aug 04, 2006
Executive Creative Director:
Eric Silver
Creative Director:
Jerome Marucci
Creative Director:
Ari Weiss
Illustrator:
Karen Minot
Chief Creative Officer:
David Lubars
Chief Creative Officer:
Bill Bruce
ACD/Art Director:
Chuck Tso
Senior CD/Copywriter:
Kara Goodrich
Client:
BBC World News
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