Britain’s Next Top Model was the marquee show on A+E Networks’ new channel, Lifetime. 

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The challenge with launching BNTM was to take ownership of a programme so synonymous with a rival channel. We had to make the show our own and give it a new home on Lifetime.

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Abbey Clancy was the main draw – as a former contestant turned judge, she was the new boss of the show, and we placed her at the heart of the campaign. 

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With an audience eager to know what goes on behind the scenes in the fashion industry, we delivered a campaign with an informal tone that offered unprecedented access to the judges, contestants, sets and everything in between. 

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We integrated Lifetime branding through subtle styling cues on set and more overt elements in post-production, leaving the audience in no doubt where this new series could be viewed. 

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The results were outstanding with the premiere episode delivering the highest overnight ratings in the channel’s history.