Agency: RKCR Y&R
RKCR/Y&R has created a thought-provoking trail for a new multi-media campaign to promote BBC Two ‘White Season’.
The TV trail shows a white working class man’s face being gently written on by many hands, writing in both English and other languages. The hands represent multi-cultural Britain, scribing one of two phrases: ‘I love Britain’ and ‘Britain is changing’.
As the trail progresses, the face of the man slowly becomes invisible as it disappears under the writing, fading into the background. The trail concludes by posing the question: “Is white working class Britain becoming invisible?”
Underpinning the images is Billy Bragg’s emotional rendition of ‘Jerusalem’.
The trail has been carefully conceived and commissioned by Lindsay Nuttall, Head of Marketing for BBC2.
The hands represent multi-cultural Britain in all its guises and include white hands which represent the way in which some sections of society have embraced multi-cultural society.
It is intended to capture the fact that people from many different cultures are making a positive contribution to our national economy and identity with the words ‘I love Britain’ whilst referring to the fact that there are a number of different factors affecting white working classes - from changes in industry to political representation – with the phrase ‘Britain is changing’.
BBC Two’s White season is a series of programmes focusing on the issues and concerns of the white working class in 21st century Britain.
The White season explores the complex mix of feelings that lead some white working class people to say they feel under siege and as if their very sense of self is being brought into question.