Mammals - Backbone
From the Arctic to the rainforest, mammals have conquered almost every corner of the planet. Their secret isn't size or strength alone. It's their ability to adapt.
The campaign was built around one simple idea: Backbone. More than a physical characteristic, it became a metaphor for resilience, determination and survival. Through striking imagery and bold storytelling, the creative celebrated the world's most successful animal group, revealing the instinct, courage and adaptability that have helped mammals thrive in an ever-changing world.
Hero Iconic
Episodic Artwork
DVD
Campaign Highlights
Campaign
Global launch campaign for BBC Earth's Mammals.
Creative Platform
Built around the campaign idea: Backbone.
Audience
5M viewers across premiere broadcasts.*
Reach
200M campaign impressions across TV, digital and social.*
Engagement
500K+ uses of #BBCEarthMammals and 10M+ views across campaign clips.*
Brand Growth
40% increase in website traffic and 500K new followers across BBC Earth channels.*
*Figures supplied by BBC Studios campaign reporting.