BBC Three unveils new campaign by Sunshine ahead of going digital-only

London-based agency Sunshine has created a new campaign for BBC Three, ahead of the channel’s switch from an on-air channel to digital-only. Following on from the launch of the much talked about redesigned BBC Three logo earlier this month, the 60-second spot aims to tell viewers exactly how the switchover will work, and is a product of the collaboration between Sunshine and the writers and stars of BBC Three comedy People Just Do Nothing. Max Weiland of the agency SomeSuch worked with Sunshine on the project.

This is the first work to roll out in a three-stage campaign, aimed at the channel’s 16 – 24 year-old audience. Alongside the ad spot, Sunshine has also created a series of stings that show the new logo “glitching” into live BBC television broadcasts. These will be seen throughout the next four weeks in the build-up to transition, which takes place on 16 February.