Brassic 2

Brassic 2

  • Strategy
  • Advertising
  • Digital
  • Social Media
  • Content
  • Audio Visual
  • Design

The challenge:

To help launch season 2 of Sky’s smash hit comedy series Brassic by creating stand-out assets across owned social channels that are so good, it should be criminal.

Creative strategy:

Brassic has a very distinctive style of humour and it was up to us to match the tone of voice to engage with existing fans, while exciting new ones. To do this, we proposed splitting the campaign in to 3 distinct phases (Catch-Up, Awareness and Tune In) to ensure a sustained growth in momentum and anticipation for the release of the new series. We also wanted to drive audiences to catch up on the newly launched series 1 box set.

Despite the lockdown, our plan was to showcase the laughs by devising a series of hilarious bespoke assets featuring the stars of the show. We compiled the campaign that stole the show, using existing interviews and images, as well as writing scripts for the stars to record from home, which we then had to brief and direct via video calls. From this, we created a diverse series of assets, including Instagram carousels, cast Q&A’s, fan challenge and result videos, header images for Sky’s social channels and GIFs/Instagram stickers.

Brassic - Instagram Ad 1
Brassic - Instagram Ad 2
Brassic Singing
Brassic Peering
Brassic Dancing
Brassic Arms Up

The Results

A “fun and edgy” social campaign that received well over half a million interactions, including:

  • 4.3k on Twitter

  • 38.3k on Instagram

  • 16.3k on Facebook

  • The instagram carousels have a total of 384 likes

  • The video for @JoeGilgunFans has a total of 4.1k views

  • The 3 stickers we produced have over 587k views on GIPHY

  • The GIFs we produced each have between 1k and 12k views on GIPHY