Big Brother: The Launch Experience


Client: ITV Press & Publicity

Bringing Big Brother to ITV for the first time, and back to UK screens after 5 years, through an authentic, experience-led campaign that drove over 18 million impressions on social, and the strongest launch night Big Brother viewing figures in 13 years.

Working with Banijay, Big Brother Production Teams and immersive storytelling experts, Swamp Motel, the experience started the moment the content creators were picked up in security vehicles from their homes. ‘Big Brother’ communicated with them real-time throughout their journey, via voice-notes from the show's co-hosts, AJ Odudu and Will Best, recorded live in reaction to their surroundings and conversations in their car. On arrival at the Big Brother House, they were left to explore with their fellow ‘Housemates’, even sitting in the iconic diary room chair and eventually being evicted. Their content edits of the experience were elevated with Big Brother style surveillance footage of their experience delivered to them from ITV within 12 hours of their eviction. With the goal of reaching younger audiences, who weren’t as familiar with the show, ITV Experiences devised an immersive and personalised Big Brother experience for content creators, where every moment was crafted to give them a taste of what it’s like to be a Big Brother Housemate, to allow them to tell the story through their channels in an authentic and effective way.