ITV Creative LONDON

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The brief was to "Create a truly unmissable Event TV moment that captures the imagination of the nation AGAIN". The word "again" here was crucial as it was a story that viewers in our older audience segments across the nation would remember because of the scale of the news story at the time whilst also positioning it as an astonishing real story to those who weren't familiar with the tale of "Canoe Man" John Darwin. ITVC's creative concept was "an unbelievably true story." The premise of John's deception and plan to escape to Panama was so wacky that an element of knowing humour was vital to land the tone of the drama with viewers.

A Wes Anderson inspired "movie poster" style OOH campaign showing John & Anne "up to their necks" in troubled water divided by the "third main character" the canoe itself.

The show launched with 8.7m viewers, ITV’s most watched programme on Easter Sunday since the opening episode of the final series of A Touch of Frost on Easter Sunday in 2010. The drama was ITV’s second biggest 7 day audience of the year so far as well as contributing to 7 million Consumption Hours on ITV Hub.

MADEIT CREDITS

Annual 2022 ShortlistThe Thief, His Wife and The CanoeOOH Contributor:

ITV Creative has been a Contributor since 25th November 2015.

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The Thief, His Wife and The Canoe

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