A subversive smash.
FremantleMedia wanted to reinvent reality TV for a millennial audience.
Best known for family-friendly shows like Pop Idol and The Price is Right, FremantleMedia had developed a new kind of reality TV show. ‘Get The F*ck Out of My house’ (GTFOOMH) was aimed squarely at millennials. In the show, 100 complete strangers cram into a small riverside country cottage and are filmed 24/7. Zero privacy, maximum stress, last person standing wins €100,000.
We were asked to develop the show’s positioning, personality, tone of voice and visual identity. To appeal to Millennial viewers, we needed to avoid the generic language of reality TV, this couldn’t be just another Big Brother. We defined a distinctive brand proposition that took GTFOOMH away from the organised, observational and exhibitionist world of Big Brother into a much more chaotic, provocative and subversive space. We summed this up as ‘come revel in the chaos of the human zoo’. To fully support this subversive positioning, designed to provoke and jar with expectations, we painstakingly, hand-embroidered a traditional cross-stitch visual identity that played to the system 1 associations of ‘home sweet home’ but incorporating visually subversive elements hidden within the design. At first glance seemingly perfect for such an idyllic rural setting but in complete contrast to the forthright name of the show, to suggest that all was not what it seemed.
Launched in the Netherlands, it was channel RTL5’s highest rating new show in over 6 months, beating their slot average by 57%. It was instantly recommissioned in Brazil and Denmark too.
Strategy and Positioning