Upping the game for Sherlock

PROJECT POPPY global campaign 20-10-16 v2.001.jpeg

We wanted to trigger feverish anticipation across the globe for the fourth series of Sherlock.

Working closely with the show’s executive producers, we conceived every aspect of the integrated campaign which was rolled out across multiple platforms globally. We then had the campaign hijacked by what appeared to be Sherlock’s arch nemesis, Moriarty. 
The campaign achieved an unprecedented level of media coverage, gaining over half a billion social media impressions and 15 million organic social engagements. Sherlock also trended at #1 around the world on Twitter, and here in the UK, it was the most watched drama on BBC One in 2017.


BBC Group

Gold Clio
Print Technique

Gold Lovie
People’s Choice Award

Silver Lovie
Best Social Media Campaign

Silver Creative Circle
Outdoor Craft, Best Poster

Silver Creative Circle
Best Image Manipulation, ‘Rising Tide’

Bronze Creative Circle
Best Image Manipulation, ‘Destruction’

Silver Promax Europe
Best Marketing Campaign Using Multiple Media

Silver Kinsale Shark
Best Print Craft

Silver Kinsale Shark
Best Integrated Campaign

Executive Creative Director
Rafaela Perera

Built in-house at BBC Worldwide


Global launch trailer

‘Destruction’ teaser