On-Air / Off-Air / Digital / Social
The Circle is an innovative reality gameshow where players live in self-contained flats only able to communicate via a bespoke social media platform – The Circle. Popularity wins the game (and the prize money), but hidden behind their screens, who the players are is completely up to them. To launch this 3rd series of the show, we were asked to communicate how The Circle was different this year – more mischievous, more meddling. So we chose to dial up this drama and make our campaign not just about who you might be, but what The Circle might make you do in the ruthless pursuit for £100,000. To ask everyone out there – what would you lose to win?
Covid, covid, covid. Initially planned as a full outdoor and ambient campaign, we saw more and more media options drop out as we were once again told to stay at home. But with the help of marketing we reimagined the money into more digital executions and partnerships, without losing some key out of home and everyone’s favourite bespoke phone-box creative. Covid did serve us one favour however, in the shape of a totally empty Tate Modern in which to shoot our film.
The expressions of our two hosts. I love the casting in this, how it lends the film both a sense of oddness and a sense of knowing fun. Those smiles to camera early on I think are golden, they let you know that much like The Circle itself, all is not what it might seem.