A makeover for a legendary bear
Pudsey Bear is a national treasure. For 37 years, he’s been the much loved mascot of BBC Children in Need, which has raised more than £1.2bn for children and young people across the UK.
When Wolff Olins asked us to refresh Pudsey’s design, we were excited to harness the power of character for a huge brand and an amazing cause.
Our designers tested Pudsey out in different shapes, sizes and clothes. Working with a popular heritage character is about striking the right balance. We wanted a new generation to connect with him, while continuing to build on the affection millions have had for Pudsey over the last three decades.
We set out to evolve Pudsey, not change him completely. After all, the key to the mascot’s success is his broad appeal—both to the children he helps and the adults who support and donate to BBC Children in Need.
Once we were sure we’d got him just right, we gave him a clean silhouette, open, approachable poses and a lovely glint in his eye. To add the finishing touch, we used gradients to add volume and all-important squeezability. Pudsey’s expressive character and poses suit various media, from logos to social avatars. We wanted to bring him to life through animation in a new and exciting way—but one that made sure he was still the Pudsey we know and love.
Style development, Design, Animatic, Animation production, Render + delivery, Art direction, Creative direction, Production, Account management
7 x static hero poses, 3 x static hero heads, 3 x animated hero loops
Executive Creative Director
Zak Khan, Sophie Neophytou
George Judd, Sam Stoney
Senior Engagement Director
Iossie Ng Lei
Connor Dickson (FL)
Head of Brand and Marketing