The trails feature breathtaking clips from the series packaged with an eye device which is intended to reinforce the strap line. It works by pulling out from an edit of shots, further and further back until the earth becomes the pupil of an eye. The Mill used satellite images and CGI to create the effect. The 5 TV trails will be running across the BBC. In addition to TV, the campaign also features posters: a combination of 48 sheets (featuring lurid green sulphur pools, and another execution with thousands of snow geese) vertical sites (featuring the highest waterfall in the world) and day/night posters (featuring a snow leopard whose eyes light up at night), all designed to create impact and reinforce the epic values of the programme. In addition, there is a radio trail, and transvision screens in stations which show the most powerful clips from the programme. Half of these screens, all in major London railway stations, transmit branded Mpegs of the footage via Bluetooth to mobile phones. Blue Casting has only recently been pioneered, this is only the fourth time it has been used.
Проблема
AMV have devised a campaign which broke on the 5th March for a new BBC One series called Planet Earth. Made up of 6 programmes, the series was 5 years in the making, and is one of the biggest programmes for the BBC of 2006. It features a number of production 'firsts' (eg.a revolutionary new aerial photography system that can stabilize very powerful lens to film animal behaviour from the air as never before) hence the strap line: Planet Earth. As you've never seen it before. The brief to us was to create a campaign which would communicate the epic drama of the series.