BBC Comedy Classroom
The Creative Place was commissioned by BBC Comedy to develop a bold brand campaign for a new nationwide schools initiative aimed at engaging 12–14-year-olds with comedy. The brief covered a full suite of creative outputs including posters, booklets, web banners, a website, social media and supporting materials, all designed to feel relevant and engaging without appearing overly immature.
The final creative direction was based on a sketch-style aesthetic, inspired by the look of a teenager’s notebook, which the BBC responded to strongly. Built from a collection of small, flexible elements rather than a single rigid concept, the system was highly adaptable and allowed different comedy styles—written, stand-up and sketch—to be clearly expressed.
Working closely with the BBC’s digital team, we delivered a series of microsites using existing wireframes, with the involvement of well-known comedians helping to elevate the campaign and drive genuine engagement from its young audience.
Teaching the teachers
Given that this was an entirely new initiative, it was imperative to educate both the students and the educators about its objectives and implementation strategies. To facilitate this, we developed comprehensive teacher packs that were distributed to all participating schools and made accessible online. These packs included a 32-page booklet detailing the campaign's purpose, rollout procedures, and methods for evaluation. Additionally, we provided a launch package comprising posters, flyers, presentations and campaign icons to support social media efforts.
Comic Relief
Following the successful inaugural year of the 'Comedy Classroom', a strategic decision has been made to co-brand this initiative with other segments of the BBC. Upon careful consideration of various options, we chose to collaborate with the Comic Relief and Blue Peter departments. This partnership is strategically aligned, as both entities possess the requisite viewing demographics essential for maximising our outreach and impact.