A goldfish, inspired by watching a PBS nature program, makes a leap out of his bowl that leads him on an astonishing, perilous journey. In the end, he miraculously joins a group of salmon swimming upstream, just like the ones he earlier saw on TV. The conclusion: Be more fearless.
философия
The opportunity was to leverage the unique role PBS plays in broadcasting and public service. Fallon developed the "Be More" to reflect PBS's mission: inspiring people to engage more deeply in the world around them. The campaign distinguished PBS from all other broadcasters and highlighted the benefits viewers valued most about the brand.
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Stay Curious successfully gave the brand a fresh look and hit a common chord with viewers and stations. The next challenge was to further differentiate PBS from the competition: how could PBS position itself against the emerging sea of networks and cable stations?
