Aftershock

Here’s a promo campaign, and one you won’t experience much in the UK.

The campaign is for the BBC’s new season exploring the impact of the recession. It’s a global recession and this is a global campaign, delivered by radio, television and online around the world.

The Aftershock season starts this weekend and contains everything from a radio drama based on the fall of Lehman to a Robert Peston documentary.

The programmes on radio and television are actually quite different so the promotional campaign requires a big idea to transcend the detail.

Here it is for television:

…and for radio:

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The approach, as you’ll see and hear, is to present challenging questions about the possible effects of the recession. It’s good that the agency (Rainey Kelly Campbell Rolfe Y&R) and production teams (including the good folk I recently managed) have played to the different strengths of each medium while remaining true to the common theme. That’s not always as easy as it seems.

Moreover, there’s a vibrant debate already on the YouTube page sparked by the campaign. If you’re going to ask challenging questions, I reckon that’s a good first response.

But what do you think?

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