BBC World News has renewed the TV series "Horizons," which is based on a branded-entertainment concept originally brought to the network by WPP’s OgilvyEntertainment
and client DuPont.
The program is part of Ogilvy and DuPont’s The Horizons Project, a branded content platform developed by Ogilvy Entertainment designed to showcase DuPont as a scientific thought leader in the business community.
The 10-episode TV series begins its second season this month.
In the first episode, hosts Adam Shaw and Saima Mohsin
travel to Brazil and The Netherlands to investigate unique innovations in nutrition. Future season two episodes focus on global developments in bio fuels, mega cities and other areas.
Each program has a two-minute break featuring a documentary-style commercial message about DuPont developed by OgilvyEntertainment in collaboration with the client, Two-Four Productions and several other partners.
The commercial spots focus on DuPont’s scientific capabilities. The content in the spots and the broader episodes are linked in some fashion. “DuPont is part of every documentary-style commercial as a supporting character, with the real stars being our global partners, customers and a diverse cast of third-party collaborators,” stated Erich Parker, director of corporate strategic communications for DuPont.
During season one, OgilvyEntertainment, DuPont and TwoFour Productions traveled to places like Patagonia, Southern Africa and West Java to film the documentary-style spots in the program, reached over 360 million people on BBC World News and Bloomberg TV in the US and UK through syndication. The spots also garnered over 2.6 million views on DuPont’s YouTube channel.
The Horizons Project has won a number of awards and was short-listed in several categories at Cannes. Sandeep Vasudevan, worldwide managing director of Ogilvy & Mather and agency lead on the DuPont account, cited the power of branded content “to engage and create meaningful dialogue with the brand's key audiences and thereby build brand reputation.”
The show airs Fridays at 9:30 p.m. (ET) and weekends.