Who Blinks First? The latest campaign from BBC Creative to promote the Six Nations

Who Blinks First? The latest campaign from BBC Creative to promote the Six Nations

BOAST is a place where you can find out about recent creative campaigns. 

It is a space where agencies can tell us about the new work they are proud of; blowing their own trumpet, so to speak. 

Here's the latest from the creative world as we know it.

A campaign by BBC Creative

BBC Creative’s latest campaign to promote the Six Nations coverage across the BBC features moving portraits of several stars of the Six Nations, with more films to be released as the tournament progresses. 

The campaign, ‘Who Blinks First?’, was written to capture the competition’s unpredictable nature and to stir national pride across the four home nations.

It was shot by Alex Telfer, on location at Murrayfield, Northampton Saints and the Six Nations media launch event. 

Along with the TV launch, the campaign will also run on DOOH, on social media and radio too.

James Cross, creative director at the BBC, said, "We wanted to make films that were a little uncomfortable to watch, and someone staring you down pretty much is. Couple that with rousing renditions of rugby crowds singing their hearts out, we aim to inspire excitement and support for each nation, and capture the feeling of the contest in a way that’s never been done before."


Client: BBC Sport
Agency: BBC Creative
ECD: Helen Rhodes
CD: James Cross / Tim Jones
Creative: James Cross / Jules Middleton / Joanne Evans
Project Manager: Matt Totterdell

Producer: Ann-Marie Small
Production Manager: Jess Greshoff
Film Production: BBC
Director: Alex Telfer
Editor: Wes Wood
Post Production: Dock10

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