PEAKY BLINDERS #PEAKYSFANART
| Title | PEAKY BLINDERS #PEAKYSFANART |
| Brand | BBC ONE |
| Product/Service | PEAKY BLINDERS |
| Category |
A05. Media / Entertainment |
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Entrant
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BBC CREATIVE London, UNITED KINGDOM
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Idea Creation
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BBC CREATIVE London, UNITED KINGDOM
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Production
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BBC CREATIVE London, UNITED KINGDOM
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Credits
| Laurent Simon |
BBC Creative |
ECD |
| Michael Lean |
BBC Creative |
Head of Planning |
| Rosanagh Ker |
BBC Creative |
Senior Planner |
| James Wood |
BBC Creative |
Head of Production |
| Olly Harnett |
BBC Creative |
Creative Director |
| Stuart Gittings |
BBC Creative |
Creative |
| Emma Brooke |
BBC Creative |
Creative |
| Harriet Mchugh |
BBC Creative |
Producer |
| Tanis Isaac |
BBC Creative |
Production Manager |
| Georgina Williams |
BBC Creative |
Production Coordinator |
| John Trevor |
BBC Creative |
Project Manager |
| Ronnie Law |
BBC Creative |
Designer |
| James Nolan |
BBC Creative |
Designer |
| Ella Harrington |
BBC Creatiev |
Designer |
| Dan O'Mara |
BBC Creative |
Designer |
| Ceri Pashley |
BBC Creative |
Designer |
| Chris Hooper |
BBC |
Marketing Director |
| Faye Jones |
BBC |
Marketing Manager |
| Scarlett Alexander |
BBC |
Marketing Executive |
Background
Gangster drama, Peaky Blinders, was returning to the BBC for its fifth series. Since it first aired in 2013, it has built a diehard following of fans that are captivated by its unique blend of gangster bravado, 1920s fashion and contemporary rock music. Its growing popularity meant it was moving channel, from BBC Two to BBC One, and would be exposed to a much broader audience.
Describe the strategy
The brief was to create a campaign that unlocked the power of the Peaky Blinders fanbase to demonstrate its cult status.
Describe the execution
After uncovering masses of fan art and fan music online, we realised the most powerful way to answer the brief was to let the show’s talented fans create our campaign. A call for #PeakysFanArt submissions across social media led to over 1200 fan art entries. We turned the top 100 pieces into an online gallery and the eventual 16 winners were used for our billboards and posters, becoming part of a nationwide fan art exhibition. We then got the most iconic Peakys fan in the world—Snoop Dogg— to record a cover of the show’s theme, “Red Right Hand”. We turned the cover into a music video, featuring shots of Snoop in his studio alongside clips of iconic moments from the show.
List the results
Our campaign racked up 30 million OOH impressions and over 100 million digital impressions, helping make series 5 the most watched Peaky Blinders series ever. It also received press coverage in a wide range of international publications, including Rolling Stone, Vulture, Billboard, Esquire, The Independent and Creative Review.