The Serpent, BBC’s 2021 winter drama, became one of the most watched dramas in recent years and the best performing on the BBC since Normal People in the first COVID-19 lockdown. Owing to changing schedules and lockdown regulations, the campaign was heavily reliant on owned media. In order to position this drama as the glossy, cinematic blockbuster it would become, we leant heavily into creating the world of 1970s East Asia. This translated across on-air, pre-roll, podcasts, radio and social and the campaign won a promax for visuals and key art.

The first episode became BBC iPlayer’s most streamed episode of anything - across all genres - since Normal People and, including linear viewing, episode one received a 30 day consolidated figure of 9 million.