A 10 month long brand campaign for Dave.

I led this creative route all the way from conception and pitching through execution and delivery.

The goal was to show people’s changing perceptions of Dave, from “Top Gear repeats channel” to home of original comedy, but to do that in Dave’s tone of voice.

We asked the Dave social following to describe Dave’s original content in 3 words and then chose the ones that felt most like a backhanded compliment to hang the campaign on.

The idea came to life across social with talent reacting to the public’s reviews in their humorous way.

This creative sat across the brand for 10 months and features on each of the individual series launches for the shows Unforgivable, Hypothetical and Meet the Richardsons. This creative idea was then evolved for Q2 on Dave with new series launches Sliced and Big Zuu’s Big Eats sitting underneath that campaign.

It all led to Dave having a record breaking year in terms of ratings.

Awards

Promax UK - Best on air campaign | Bronze

Promax UK - Best Press/OOH | Bronze