A goldfish, inspired by watching a PBS nature program, makes a leap out of his bowl that leads him on an astonishing, perilous journey. In the end, he miraculously joins a group of salmon swimming upstream, just like the ones he earlier saw on TV. The conclusion: Be more fearless.
Filosofia
The opportunity was to leverage the unique role PBS plays in broadcasting and public service. Fallon developed the "Be More" to reflect PBS's mission: inspiring people to engage more deeply in the world around them. The campaign distinguished PBS from all other broadcasters and highlighted the benefits viewers valued most about the brand.
Problema
Stay Curious successfully gave the brand a fresh look and hit a common chord with viewers and stations. The next challenge was to further differentiate PBS from the competition: how could PBS position itself against the emerging sea of networks and cable stations?