BBC jam is an interactive, online earning service for most of the subjects kids cover at school, allowing them to learn at their own pace and in a way that's fun and inspiring. Our job was to get kids to the website and encourage trial.The campaign thought was based around three words:EXPLORE, LEARN, CREATE.

So each advertising message had to have an element of exploring, learning or creating. The campaign consisted of a multimedia idea designed to get kids to visit the website.

Kids are random. They don’t follow logic like adults, so every message had to be random and entertaining. One television advertisement asks kids to “Add some words” to what they think the dialogue might be between a girl and a large Meer cat. We then used the best dialogue and rerecorded these over the TV and online ads. A print ad gets kids to place stickers on a poster to create their own monsters. An online ad asks kids to enter the hardest equation they can think of as a rabbit tries to guess the answer.