FTP built the campaign around a single TV-native move: take the short on-air ident that usually marks the start and end of advertising on France 2 (a well known visual “bump”, where the channel’s celebrities seem to be touching the screen to ‘enter’ into the advertising break) and turn it into a moment to pass an important message.

VIA Rail partnered with CBC to run a long-form branded travel series hosted by Andrew Phung, supported by video, audio, and social. The stories made train travel feel easier and more enjoyable, and guided viewers to learn more. The campaign lifted positive perceptions and improved consideration.

L’Oréal Paris and RTL integrated the “Stand Up” training into GZSZ to show how to intervene in street harassment. The campaign mixed product placement with Chatmove and Cut-In ad specials, then extended via streaming, social, and PR. Results showed high credibility and strong intent to participate.

Ad Alliance transformed the Let’s Dance studio into a How to Train Your Dragon scene during the ad break. AI reshaped the stage world while keeping the set recognisable, and Toothless was added with classic production. The result made the film feel part of the show’s moment.

Currys and Channel 4 created an accessible-first TV ad with BSL and audio description inside the story. The campaign later expanded to streaming, social, and cinema while keeping the same format. It delivered Currys’ highest sales ROI, with a reported 23:1 return.

ITV used Emmerdale to introduce heat pumps through a script mention, then explained them in a contextual ad break spot. The campaign also repeated the message on Emmerdale social channels, using familiar cast and show cues. Viewers showed higher credibility and consideration, and “heat pumps” searches doubled on broadcast days.

BMW and Ads & Data launched the iX3 with a rare two-minute TV countdown film, turning its 805 km range into a memorable story before prime-time viewing, then reinforced the idea with short follow-up formats across the campaign.

Bauhaus used Finland’s election night to launch “Hintavaalit”, a branded comedy programme focused on price messaging. Sanoma promoted it across TV, streaming, print, and radio to maximise reach. The format turned a retail price theme into entertainment during a high-attention national viewing moment.

When DPG Media pitched a fully Disney-themed episode of Dancing With The Stars (unprompted by any client brief) the result was a 90-minute live show that drove a 90% spike in Disneyland Paris website traffic. The case raises pointed questions about what broadcast brand integration can look like when creative ambition leads the process.

How do you shift consumer perception of an e-commerce giant into a credible furniture destination? DPG Media’s multi-format partnership with renovation show Huis Gemaakt doubled bol’s top-of-mind awareness in home décor, with rigorous controlled research isolating exactly which formats drove which outcomes.

Can a commercial break become appointment television? Ster, the Dutch public broadcaster’s sales house, bundled Christmas campaigns into a dedicated primetime premiere on NPO 1 – and viewers responded by retaining at rates well above average and actively seeking out the blocks in time-shifted viewing.

Channel 4 inverted the standard advertising model by offering free national TV airtime to five B Corp certified small businesses, grouping their ads into a single themed break during primetime – and turning a commercial slot into a moment of consumer education. The results, including 70% revenue growth for one winner, make a case for broadcaster-led social purpose initiatives.