Vinted has been announced as the leading sponsor of the highly anticipated upcoming season of Big Brother, which is set to make its return to UK television on ITV2 and ITVX later this year.
This partnership brings together two brands that are rooted in the concept of community and challenging societal norms. The sponsorship was developed and negotiated by ITV, producer Banijay/Initial, Vinted, and media agency Mindshare. It encompasses a comprehensive 360-degree approach, including contextual advertisements, product placement, sponsorship of the Big Brother app, social media involvement, and sponsorship idents integrated with the program itself. All assets and content will be produced in collaboration with Initial, the creators of Big Brother, to ensure an authentic integration with the show’s brand.
Through this partnership, the aim is to revolutionize the pre-loved fashion industry by raising awareness and promoting a deeper understanding of our fashion consumption habits through storytelling, advertising, and product placement within the Big Brother house. This cultural moment in British television will inspire audiences and encourage the global adoption of second-hand fashion as the preferred choice.
The beloved reality TV format will introduce a new cast of carefully selected housemates from diverse backgrounds, who will reside in the world’s most renowned reality TV abode for up to six weeks. With cameras capturing their every move, and the nation following their every twist and turn, AJ Odudu and Will Best will assume the iconic hosting role for the main show. They will oversee the weekly evictions and engage housemates in discussions about the house’s happenings. Additionally, the duo will host a nightly live show dedicated to debating the hot topics inside the house, with sponsorship support from Vinted.