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BBC One

The Voice Series 4 Launch

We launched the fourth series of The Voice with – what else? - an unexpectedly talented raven.

THE CHALLENGE

Our challenge was to launch the new series of The Voice, now with new coach Rita Ora, and to highlight the good-natured, fun spirit of the programme in contrast to the bickering judging panels on competitive talent shows like X Factor and Britain’s Got Talent.

THE SOLUTION

The promo featured the coaches lined up as they would be on the show, only this time at a bar, on spinning barstools. Their attention is caught by a beautiful voice, however the talent is, to their surprise, a particularly talented Raven who belts out Black Betty. The rendition is so good the coaches cannot help but sing along. This upbeat but gritty and cinematic piece of work contrasted the glossier showbiz campaigns that ran for competitive talent shows.

Behind the Scenes