World News wanted to prove to people that they were more reliable than CNN or Al Jazeera for global news.

Speaking to the journalists personally, we realised the difference between a BBC journalist and their competitors is that they live in the places from where they report. so they know the stories like nobody else.

We made 4 60” films on a BBC sized budget. Kyle Cooper (of Se7en intro titles fame) shot them for us. No detail was overlooked. everything you see in the films are the personal notes and possessions of the journalists.

A press campaign supported the TV ads.

And we created an interactive experience where people could flick through digital versions of the journalists’ notebooks, listen to their original voice notes and browse through their photographs.