As a development of the brief, the ‘Be Part of the Story’ campaign uses the 2017 awards to align public perception with BAFTA’s continuous mission: to help talent enter and flourish in the varied moving art industries. We know that the final work celebrated at the awards is the culmination of months and years of hard work, dedication and vision from the talent behind the scenes. Showcasing this wealth of skill, diversity, personality and creativity within Film serves as inspiration for the next generation of talent to begin their own story in the industry.

A hero illustration allows the campaign to deliver insight over glamour. The density of the illustration demonstrates the breadth of industry opportunities, displayed socially and in out-of-home advertising. The event was supported with brochures and tickets, custom crafted with Fedrigoni Inspira stock and foil-blocked in multiple colours to direct guests at the event. Over 2,000 tickets were produced, each individually printed and packaged for guests.

The campaign changed the way BAFTA communicated on social channels, which led to a 184% growth of the supporting @BAFTAGuru account during the awards. 8.7M reached the @BAFTA channels organically during the awards alone, increasing the charity’s reach to the key target audience.