Concept and creative process
The Circles campaign was launched in 2006 as a replacement for the ‘Rhythm and Movement’ series of channel idents that had been in use since 2004. The change was driven by the new schedule introduced by BBC One Channel Controller Peter Fincham and marked in a small way a return to the channel’s heritage of the circular globe. The creative brief was to devise and film sequences of people, plants, machines and animals which ended in a circular image incorporating the new BBC One logo. It was one that gave free rein to the imagination and resulted in a memorable series of channel idents which were used successfully throughout the decade. For the ident ‘Kites’ a group of kite-flying enthusiasts gathered together to create a circle effect with their kites, with a little help in post-production. Filmed at Ynyslas beach in Wales it was the first ident of the new series to be aired in 2006. This ident was withdrawn around July 2008 but was brought back in May 2009 and remained on air until 2016. It was a neutral idea, designed to play in front of any national moments of solemnity.
Creative Idea - Charlie Mawer and Ruth Shabi.
Producer - Sarah Caddy.
Director - Matthias Hoene.