Made to
Make You Think
Brand Campaign—
Fewer than 8% of the world's population has access to a free and independent press. Wars are reshaping borders. Misinformation is outpacing facts. Trust in media is at historic lows while billionaires are buying media companies as megaphones for mega-donors.
In this world, the BBC's role is not just relevant. It is necessary.
US audiences know the BBC. Respected, trusted, but not top of mind. In partnership with R/GA, Gerry led brand strategy and creative direction for the BBC's first-ever US brand campaign, positioning impartiality as an active benefit. The platform launched with films rooted in the BBC's mission, extended into the 2024 US elections, and earned recognition across the Clios, GEMA, and Brand Impact Awards.
VIEW PROJECT