BBC Doctor Who — Friendship is Universal Campaign Branding
Friendship is integral to Doctor Who’s brand DNA, at its core it is about friends traveling the universe, creating memories and supporting one another. In addition to friendship being core to the
show, it is core to the fandom. The number one way for people discover Doctor Who is through a friend.
Challenge:
To attract new fans by making current fans advocates and to share their love of Doctor Who.
This needed to be an evergreen campaign and was to be unveiled at San Diego Comic Con on international friendship day.
Creative concept:
Friendship is Universal
Solution:
The campaigns aim is a rallying cry to share the love of Doctor Who so we reference activism posters and a strong tone of voice. We built on the existing community and fan club aesthetic by leaning into the world of fandom by referencing the fan world of stickers, friendship bracelets, emojis to talk the fan language.
Role: Creative lead – Concept, art direction, design
Project completed at BBC Studios
Watch Official Friendship is Universal Trailer here
More information on the campaign here
The logo is based on the idea of a friendship bracelet. It is flexible and can adapt for various formats.
A flexible system was create to enable the campaign identity to be used locked up with Doctor Who logo as well to be used as a stand alone mark.
Photography celebrates friendship which is one of the most important parts of Doctor Who.
The campaign ran across Doctor Who and Star Treks social channels
An additional element of the brief was it needed to support the launch of the Doctor Who x Star Trek collaboration. This partnership centres on Friendship across Fandoms – a coming together of two of the longest running sci-fi brands in the universe with shared brand values of inclusion, hope and the power of friendship together. The partnership was activated at Comic Con via panel talks, exhibitions, online games, merchandise and give aways.
To represent this partnership visually within the campaign identity, icons were switched out so that Star Trek and Doctor Who could be represented side by side.
Friendship bracelets were produced as well as other merch to be handed out at Comic Con in San Diego.
A mobile game was also created, for a limited time the two worlds are united – Doctor and Star Trek characters can work together.
