BritBox’s first international Original, shared between the UK and rest-of-world markets, this was a jarring departure from the cosier mysteries BritBox audiences were used to, and an opportunity to stretch our creative legs.
For the OOH promotional art, we adapted the striking black and white aesthetic set by Neill Torbitt and the UK BritBox team, and created a new look for on-site art to bridge the gap with our older audience.
John Durgee once again nailed the tone with the trailer, striking the perfect balance between classic procedural and disruptor, capturing the frenetic energy that the Trainspotting creator lent the series. And the one and only John Michie brought suitable Scottish grit to the VO.
The 360 campaign across USA, Canada, Australia and South Africa spanned TV, social, programmatic and OOH - and met its mark, leading the more traditional BritBox audience to embrace this challenging series.
OOH Promotional Art
