Work

Bringing the nation together to celebrate 25 years of dramatic moments.

EastEnders has been at the heart of popular culture in the UK for 25 years. It has brought huge numbers of people together since its launch for its numerous, unmissable moments.

It is quoted, mashed-up and commented upon in printed media, on YouTube, social networking sites as well as in homes and workplaces across the country.

People still refer to Dirty Den being shot, Stacy and Max’s ‘dirty’ secret, the antics of the Mitchell family and Kat and Alfie actually getting a happy-ever-after. And 25 years on, one of Britain’s best-loved soaps still has the nation on the edge of their seats.

To celebrate 25 years of dramatic cliffhangers, the BBC engaged us to work with their ATL creative agency, RedBee, to create a truly engaging and integrated campaign.

We devised a campaign focused on the dramatic endings for which the show is renowned. TV trails that broke on New Year’s day feature fans of the show talking about their favourite endings from the last 25 years, complete with their own interpretation of the legendary ‘Doofs’ and theme tune.

The site’s focus was the EastEnders distinctive map of London, on which fans were given the chance to upload their own version of the theme tune.

Once the video is placed on the map, it will be one of 960 to feature in the end credits of the four episodes in anniversary week – 15-18 February. The end result will be a symphony of EastEnders’ fans from across the country, coming together in celebration of the nation’s favourite soap opera.