Go outside they said, it will be fun they said.

People tell us to discover the world, explore, go out outside... those people have obviously never been out there. 2BE has, and it's not pretty out there. It's dangerous! We cannot encourage this irrational leave-the-couch-and-go-out-there behavior. To make sure everybody is aware of the danger lurking around the corner, we decided to show everybody what is out there and at the same time offer the only sane alternative: 

Stay at home and wach 2BE.

Challenge.

2BE needed to show the dangers of going outside in a fun and absurd way and convince people to stay on the couch and watch 2BE.

What we did.

We decided to use a fun and slightly absurd tone of voice and visual approach reinforcing 2BE's positioning. And the result is wel... fun and slightly absurd.

Radio.