The Traitors
Ahead of the highly anticipated season finale of The Traitors, the BBC wanted a picture-perfect press shot that could be shared far and wide to build excitement.
The magic
Projecting a pun that would make Claudia proud. The White Cliffs of Dover, selected for their chalky façade and bold impact, became the focal point of this hype building campaign, signifying that ‘The Time for Chalk is Almost Over.’ The phrase is a play on words of Winkleman’s well-known phrase, “the time for talk is over,” which ends the roundtable discussions, prompting players to vote to decide who is the next to be banished from the castle.
The measurement
The time for talk might not be completely finished… The stunt created conversations across major news outlets and industry publications. And the viewing figures did not disappoint; The Traitors Finale averaged 9.4M with an audience share of 54.9% – the most watched overnight audience of the series ever!
