BBC Creative creates backpack billboard for Race Across the World TV series

Jul 1, 2025 | Project News

BBC race across the world billboard

The backpack billboard produced by BBC Creative

Influencer Morgan James was turned into a human-sized ad campaign in a recent stunt by BBC Creative to mark the launch of the new season of Race Across the World.

Mr James had the 48-sheet billboard strapped to his back and was made to hike across East Sussex.

The oversized backpack billboard was designed to reflect the extreme journeys contestants face during the hit BBC show.

Dave Monk, creative director on the project said: “This season of Race Across the World our contestants were really out of their comfort zone, so we thought, why don’t make an ad that pushes someone out of theirs… thus we strapped a massive billboard to some poor influencer and sent him off on a little hike.”

The winners of season five were revealed in the finale on June 11. Caroline Bridge and her son Thomas were the first mother and son pairing to win the show.

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