Advertorial Content Integration
Singapore Airlines - Love the World
Project Role & Remit
Concept
Design
Art Direction
My remit here was to investigate ways to incorporate 'Advertorial, Branded or Paid for Content' into and under the core site of BBC.com. In doing so I had to be mindful of the Advertising Standards Guidelines and Governance which all content, design aesthetics, labelling and display must adhere to. This is by no means an easy task. There are many factors to consider. The needs and wishes of the client and the boundaries we and crucially I, must abide by. In many cases I had to sail very close to the wind, but managed to appease the client as well as key internal stakeholders and colleagues. I needed to tell clear, tangible and visual stories, where content would sit alongside BBC Editorial without being either intrusive nor of a lesser informative quality. Text and image needed to feel engaging; layout structured and considerate of the core BBC brand. Likewise I needed to create a structure that had the ability to incorporate other BBC channels with a level of continuity and relevance, but at the same time had subtle separation from the main campaign. Challenging, but extremely gratifying when all factors came together.
