ITV is an integrated producer broadcaster, creating, owning and distributing high-quality content on multiple platforms globally. ITV is also the UK’s largest commercial producer and broadcaster.

We needed to relaunch ITV’s streaming service, ITV Hub. Originally conceived as a catch up service, it was under threat from the global streaming services.

We investigated what made the hub special, the answer came from ITV’s content. ITV are unique — they are the only place to bring together epic British drama and ferocious reality in one place on the ITV Hub. They provide a great complement to each other. But there's friction there too.

‘Drama vs Reality’ highlights the wealth of drama and reality shows available on ITV Hub. We celebrated this collision with a series of gloves-off films that blur the lines between advertising and entertainment, all showing the lengths ITV stars will go to in the fight for your attention.

The game includes six characters from the original film-series: Ferne McCann, Bobby Norris and Kem Cetinay who represent Team Reality and on the opposing Team Drama Jason Watkins, Richie Campbell and Anna Friel are animated for battle. The 16-bit game’s style is reminiscent of arcade games from the mid-90s — every element of the game has been crafted and influenced by that iconic gaming period.

The nostalgic game includes details such as compressed 16-bit soundtracks to accompany each fight scene — including remastered covers from recognisable theme songs, such as the TOWIE and Love Island themes, across the channel using period-accurate synths. Audio-clips were also recorded by all the talent from fighting talk to action noises. Fight scene backdrops from some of ITV’s most-loved shows such as outside an Essex nightclub to the Love Island Villa with in-jokes and risqué details. Each player has a special move and victory sequence.

ITV is the UK’s largest commercial producer and broadcaster. We needed to relaunch ITV’s streaming service, ITV Hub. Originally conceived as a catch up service, it was under threat from not only BBC iplayer, All4, but also the global streaming services. ITV are unique — they are the only place to bring together epic British drama and ferocious reality in one place on the Hub. They provide a great complement to each other. But there’s friction too.

‘Drama vs Reality’ was born - showing stars from drama and reality TV stopping at nothing in the fight for our attention. We launched the campaign with a series of epic film battles followed by playful digital OOH reflecting game-like battle scenes. Following demand, we created the game for real, encapsulating the fighting spirit but now giving the power to the public to get in on the action, with a digital game.

The game launched with a curated Twitch activation and partnership including promotion on the platform as well as a Twitch live stream, with a well-known host, where several players and influencers will go head-to-head in a series of game battles, including the ITV Drama vs Reality game. This is a UK media first for the platform being the first integrated partnership Twitch has done with a TV broadcaster. Ferne McCann will also launch the game, with a live activation moment at Westfield Square, playing the game herself.

The game ran online during the entirety of the ‘Drama vs Reality’ campaign, which included TV, OOH, DOOH and the game is still available to play today.

A one-off live stream event hosted by Iain Stirling, featuring popular streamers battling for their team through custom branded challenges based around key ITV programming. Declaring their loyalty to #TeamReality or #TeamDrama, our Gen Z audience were immersed in the event through authentic conversations and talent interaction.

Our co-created experience was one that Twitch’s audience will remember, with over 118,000 viewers during the live stream and 16,000 clicks to ITV Hub, we reached an engaged audience and increased genuine interest within the Drama and Reality content on ITV Hub.

Twitch’s research study confirmed this success, with a huge 20% increase in unaided brand awareness for ITV Hub and a 33% increase in association of the Drama Vs. Reality message from the campaign. Proving that we were able to drive modernity and consideration for ITV.