Mark Williams – award winning freelance creative advertising

Only days into the first lockdown and the world was almost unrecognisable. Tim & James, CDs at BBC Creative got in touch with a job that came with a super-quick turnaround for BBC Bitesize

Due to lockdown restrictions, I was asked to come up with 3 ways to develop an existing campaign that used humour to appeal to kids – which I did, happily.

After I’d presented the 3 ideas that I’d been asked to do, I told them that I didn’t think the ideas I’d just presented were the right way to go.

So I presented a 4th.

Route 4 was entirely off brief.
It completely ignored the old campaign.
Instead of talking to kids, it spoke to parents.
It wasn’t funny, it was serious, sobering and supportive
And it would require its own production.

Despite being totally wrong for the brief, it was right for the moment.
Within 5 days of briefing, the work was signed off by the Beeb’s top brass, made and on air. And I’m pleased to say, played a significant part in making sure kids and parents had support and resources during tough times