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DFGW develops CBBC promotion.(multimedia campaign promotes BBC's children's digital television channel)
The BBC has launched a multimedia campaign to promote its children's digital television channel CBBC, through DFGW.
The television, outdoor and press campaign targets CBBC's core audience of six- to 12-year-olds and is designed to introduce them to CBBC programmes.
The television trails, which will be shown on BBC channels, show two children sitting bored in a traffic jam. They look at each other, their necks appear to elongate and they are then bombarded with images of CBBC programmes.
The trails then go on to show, through a mixture of action and animation, various CBBC programmes such as Smile, Blue Peter and Dick and Dom in Da Bungalow.
The children also encounter CBBC presenters and talent including Fearne Cotton, Angelica Bell and Girls Aloud.
'This was an opportunity for us to present a crazy and entertaining world full of great programmes that they're really into,' Dave Waters, the creative director at DFGW, explained.
The whole campaign, on and off the air, features the endline: 'CBBC. Where your head's at.'
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