BBC Creative, the BBC’s in house creative team, has collaborated with renowned choreographer Parris Goebel to launch a new campaign for children’s TV strand CBBC that aims to showcase the channel’s diverse appeal.
The ad, which launched on Saturday (19 August) on the CBBC channel, is styled like a music video and sees five 'tribes' of kids – The Darers, The Giggleators, The Imagineers, The Quizzicals and The Trenders – tackle different dance routines, until eventually coming together at the end in a colourful amalgamation.
The ad features 40 children from various ethnicities, disabilities, ages and heights, as it tackles various dance styles and character types, with the aim of demonstrating that CBBC has something for every child – no matter what they’re into.
Mina Patel, creative head, said: “The brief was to make CBBC relevant to their older demographic of 10-12 year olds, so we created a campaign called Find Your Tribe to show the diversity of the CBBC audience.
The trail was choreographed by award-winning dancer, artist and choreographer Parris Goebel who choreographed Justin Bieber’s ‘Sorry’ music video, as well as films such as Step Up: All In and Born To Dance.
The ad marks the first time Goebel has directed a video. She rehearsed with the children for three days before the shoot itself, which lasted two days at a dance studio in Fulham, London.
The trail will be played across BBC TV, in UK cinemas and online.
The music is Dibby Dibby Sound by DJ Fresh Vs Jay Jay feat Ms Dynamite.
BBC Creative: CBBC 'Find Your Tribe'
ECD: Aidan McClure
Creative Head: Mina Patel
Producer: Anne-Marie Small
Creative Producer, Photography: Chris Hill
Head of Marketing - Jamie Dodds
Marketing Manager - Helen Alder
Marketing Executive - Laura Sullivan
