D&AD New Blood 2022 Entry
The UK audience doesn’t watch international content because they don’t see how international shows are relevant to them. And so, they don’t want to make the effort to watch dubbed or subtitled shows.
We first wanted to see how foreign content can fit into their lives.
In our research we found that the average Brit is only 36% British.
For our idea, we made foreign content more relevant to the UK audience by telling them that… they’re also foreign!