TV | Social | Digital
For the 10th anniversary of X Factor, ITV wanted to go back to the roots of the show, focusing less on the judges and the drama, and more on the simple fact that the show has for a decade uncovered a host of fantastic singers from all over the UK. We created the ‘Our Star’ campaign for the show’s launch that featured a girl and the journey she went on from singing in her garden to appearing in front of the judges on the show. For the show’s casting, we picked an unknown singer to front the campaign. And this singer – Dua Lipa - has now gone on to become a global superstar in her own right, dominating the charts and making huge waves.
DID IT WORK?
The 10th anniversary series of X Factor was a huge success, with the campaign bringing audiences flooding back - the opening night had the highest audience figures of any series. Dua Lipa, the star of our commercial, has gone on to become a global superstar in her own right.