Shaun the Sheep, Wallace and Gromit’s plucky sidekick, is about to hit BBC1 and CBBC in his own show – and has an extra spring in his step thanks to award-winning agency Digital Outlook. The London-based agency is promoting Aardman’s woolly wonder on-line – creating a .com site and bespoke content for broadcasters and fans around the world.

Digital Outlook, the award-winning digital marketing and creative agency, has been commissioned to promote Shaun the Sheep’s first solo TV series on-line as well as supporting their franchise. The London-based agency has created a .com site and a broadcaster pack to promote the mischievous animation star – who shot to fame in Wallace and Gromit’s Oscar winning film, A Close Shave.
Aardman are partnering with Digital Outlook due to their track record in building communities, producing top quality content and creating compelling stories on-line.

“Digital Outlook’s ability to identify and engage with multiple audiences – from broadcasters to parents and fans is a tremendous asset.” Said Paul Deane, Head of Online at Aardman.
Digital Outlook extensively researched key audience likes and dislikes from the important fan community as well user-generated content sectors.

The .com site will primarily support and nurture a fan base and will include exclusive content specifically built for that audience providing games, messenger icons, parent activity packs that includes colouring in and cut out masks.

The broadcaster pack, which is being distributed worldwide to national networks such as the BBC, is primarily designed to ensure millions flock to watch the show. Broadcasters can incorporate high quality images, games and up-to-the-minute news into their sites alongside airing schedules.

“The .com site and broadcaster packs are designed to cater for a whole range of audiences,” commented Abbie Cranage, Account Director at Digital Outlook, “from the casual browser to someone who’s really passionate about the character.”

Broadcasters get a fun and flexible microsite incorporating some of the core content from the .com site while allowing room for exclusives and updated content.

"People really took Shaun to heart when he appeared in A Close Shave,' comments Digital Outlook’s Creative Director, Dino Burbidge, "He may have been a bit sheepish back then but he's definitely in charge now. He’s a flock leader but gets up to mischief and finds himself in all sorts of scrapes. We had to balance the Shaun we all love with a new, more adventurous Shaun and make sure it worked for all audiences across many countries."

The new series comprises 40 ten-minute episodes has been sold to 72 countries so far and will broadcast on BBC1 and CBBC from March 5th 2007.

For further information on Digital Outlook please contact:
Karen Durham-Diggins
Kdd PR
T: +44 (0) 20 8989 2541
M: +44 (0) 7808 584 624

For further information on Aardman please contact: Arthur Sheriff – 0207 706 1046

Notes for editors:

Digital Outlook:
Digital Outlook is an established and award-winning on-line marketing and creative agency specialising in entertainment and media. It helps its clients promote their brands and engage with their audiences online, on mobile and IPTV. In addition to Aardman Animations, clients include the Walt Disney Company, Buena Vista International, Xbox, Chorion, the SciFi Channel, Cartoon Network and BBC Worldwide.

- Aardman Animations selected Digital Outlook because of its ability to:
o bring characters and stories to life online through engaging intellectual property
o target and disseminate content based on audience insight
o build and support fan bases

Aardman Animations:
Aardman Animations, based in Bristol UK, is one of the world’s leading animation studios. Founded by David Sproxton and Peter Lord in 1976 Aardman produces feature Films, television commercials and television series for the global market. The studio has won over 400 international awards including 4 Oscars®, 1 Emmy and 9 BAFTAs.

Ardman’s Broadcast and International Departments are responsible for the development, production and distribution of Aardman’s TV series, specials and shorts. Recent credits include Creature Comforts (ITV1), Angry Kid (BBC3) and Planet Sketch (CiTV). Current productions for 2006/7 include Chop Socky Chooks (Cartoon Network and Teletoon), Shaun The Sheep (BBC & WDR) and Creature Comforts USA for CBS


Published on: 12:00AM on 1st March 2007