BBC Creative collaborate with Parris Goebel to launch CBBC’s new campaign, Find Your Tribe

The trail, which will first be seen this Saturday 19th August on the CBBC channel, was choreographed by award-winning dancer, artist and choreographer Parris Goebel who is most famous for working with Rhianna, Nicki Minaj, Ariana Grande and Justin Bieber. Parris rehearsed with 40 children for three days before the shoot itself, which lasted two days at a dance studio in Fulham, London.

Mina Patel, Creative Head, says: “The brief was to make CBBC relevant to their older demographic of 10-12 year-olds, so we created a campaign called Find Your Tribe to show the diversity of the CBBC audience.

“Five tribes were created for the 60” trail, which was made in the style of a music video. The Darers: sporty kids who aren’t afraid to try anything. The Giggleators: they are the jokers, always laughing and playing practical jokes. The Imagineers: the kids that love to create and perform, whether it be drawing, acting on stage or singing to their friends. The Quizzicals: the ever curious who are always asking questions and finally, the Trenders: these kids are the first to know what’s going on and the first to know about the latest cool thing.”

Jules Middleton, Creative, says: "Parris choreographed Justin Bieber’s Sorry music video, which has over 2.5 billion hits and is the third most watched video on YouTube, so it was really exciting that she wanted to collaborate with us on her first directorial debut.”

The trail will be played across BBC TV, in UK cinemas and online.

The music is Dibby Dibby Sound by DJ Fresh Vs Jay Jay feat Ms Dynamite.

Credits
Creatives: Sarah Fox and Jules Middleton
ECD: Aidan McClure
Creative Head: Mina Patel
Producer: Anne-Marie Small
Creative Producer, Photography: Chris Hill
Head of Marketing - Jamie Dodds
Marketing Manager - Helen Alder
Marketing Executive - Laura Sullivan

KS