Big Brother celebrates TV return with eerily disruptive OOH campaign

Big Brother is tapping into its mischievous identity to celebrate its long-awaited return to the screen on Sunday 8th October, with a new campaign that celebrates the quirks of human behaviour.

Kicking off with a series of humorous videos featuring presenters AJ Odudu and Will Best earlier this month, “Big Brother Sees It All” has now broken across radio, out-of-home, Spotify and social media – “seeing” and “celebrating” everything the public gets up to.

With media planning and buying handled by EssenceMediaComX, the out-of-home creative will look to create ‘eye-catching’ moments via large motion format displays showcasing curious human eyes spotting everything in their environment.

The show’s creative team has also deployed a disruptive guerrilla out-of-home campaign with comedic, hyper-relevant out-of-home creatives in contextualised spaces via a partnerships with Pure Gym.

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“Following on from the successful Big Brother promo launch campaign, Big Brother’s all seeing eye has now landed in the real world and is set to get more and more disruptive the closer we get to launch day on Sunday 8th October,” ITV CMO Jane Stiller said.

“The ambition of the campaign is for Big Brother’s all seeing eye to infiltrate everyday life in a bold, noisy, humorous and shareable way through multiple tactical, and often surprising, touchpoints – generating as much talkability as possible ahead of the biggest and most anticipated launch of the year.”

In a further collaboration, Big Brother has teamed up with food delivery service Deliveroo to launch contextual, in-app ads that celebrate the behaviours associated with order food, whilst branded beer mats will appear across 120 independent pubs nationwide.


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