For the UK launch of Killing Eve, we decided to go dark with our creative. After all, the show centres around the deadly game of cat and mouse between a bored, desk-bound MI5 agent (Sandra Oh) and psychopathic-yet-enticing killer Villanelle (Jodie Comer.)
I wrote the campaign line “Pretty Deadly” around which all our creative was built—the notion that while something may appear pretty and alluring, it can still kill you. This led us putting the show’s killer Villanelle on dating app Happn, and Following Eve: An Instagram stunt in which the Killing Eve account only started following people called Eve.
In the UK, the series was shown on BBC One and stream-only on BBC Three, and was seen by nearly 6 million viewers within the first day of broadcast. It was also one of the most successful dramas on iPlayer ever.