BBC’s new ad campaign for the beloved British Soap Opera features characters from the show as well as groups of people from various communities around the country. The aim of the campaign is to highlight the Eastender in each of us from the love and sense of community and family to the drama and the gossip.
The campaign is made up of posters photographed by Davey and a film directed by John Dower. Davey’s ability to capture naturalistic scenes yet elevate them with a painterly use of light is the perfect fit for the campaign, where the photos featuring the actors from the show blend perfectly with those from real communities.
Each poster shows a group of people as the Eastenders logo sits front and centre. To the right, a subtitle reads ‘of Walford’, ‘of Batley’, ‘of Cardiff Bay’ and other communities.
All the images offer a sense of drama and hidden narratives. “It’s been thrilling to bring to life what makes EastEnders so special and to meet the many different people across the UK that share this same spirit,” says Susan Ayton, creative director at BBC Creative.
The campaign launched in August across TV, social, out-of-home and radio to coincide with a dramatic start to September in the series.