Sherlock S4 Global CAMPAIGN
STRATEGY | EXECUTIVE CREATIVE DIRECTION
The award-winning Sherlock S4 campaign was a global, multi-platform initiative, strategically phased over two months and adapted for audiences worldwide. It achieved the BBC’s goal of capturing global viewership through a unified, integrated approach that deeply resonated with fans.
Generating over £36 million in earned media. #Sherlock trended No.1 worldwide on X (Twitter), with half a billion organic impressions and 15 million engagements. In the UK, Sherlock returned as BBC One’s most-watched drama of the year.
Global Campaign Overview
it’s not a game anymore
We discovered that Sherlock fans love a good puzzle and often dig deep into the show to find clues. To embrace this enthusiasm and broaden our reach, we focused on using symbolism, misdirection, and gamification as key elements of our strategy.
Tease Spot
Tease Spot
BBC One Launch Spot
Social Media
Comic-Con Launch Event
Social Media Countdown
Global Campaign Hijack (mock up)
High-Resolution imagery with plot clues
Digital Takeover
PR Stunt Announcing Baby Watson's Birth
Editorial Photography
Editorial Photography
Editorial Photography
Key Art Photography
Fan Theories
Fan Theories
Fan Theories
Fan Theories
Fan Theories
Fan Theories
Fan Theories
Fan Theories
Fan Theories
Agency: BBC Worldwide Creative (BBC Studios)
Digital Leads: Ian Paddington & Matt Guinegault
Producer: Lauren Holden
Photography: Todd Antony
Compositing and retouching: Nic Wickens
PR: Reetu Kabra
CD Design and Branding: Nick Meikle
Creative Team: Martin Duhovic, Laura Whittell & Matt Coe,
Executive Creative Director: Rafaela Perera