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. ‘Penguins’ was filmed at an ice-rink in Romford in East London. 3D animated penguins skated round the Christmas tree on the decorated ice rink alongside human skaters. It was shot with value for money in mind with all of the central Christmas elements removable. It was aired originally at Christmas 2007. The clean version was used mainly during Winter.
Producer - Ella Littlewood.
Directors - Charlie Mawer and Mike McGee at Framestore.