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BBC4, the BBC's cultural digital channel, is launching this week

with a campaign using the line: "Everybody needs a place to think."

The TV executions each feature a place of inspiration for a particular

figure - Lord Byron's Villa Deodati, which was the inspiration behind

Mary Shelley's Frankenstein; the Chiltern Hills where Ian McEwan wrote

Atonement; and the Antioch Baptist Church in Cleveland, Ohio where Jesse

Owens prepared for the 1936 Berlin Olympics.

The television work will be supplemented with cinema, radio, print,

online and ambient media activity, which is due to break two weeks after

the TV advertising.

The radio work features the war poet Wilfred Owen, the author Laurie

Lee, the jazz musician Duke Ellington and the composer Aaron Copeland,

while print executions use characters including the actor Dennis Hopper

and the writer Susan Sontag.

BBC Broadcast was responsible for creating and producing the campaign

and planned the airtime across the BBC's TV, radio and online

services.

BBC Broadcast's creative director, Ruth Shabi, said: "The campaign

reflects BBC4's aim to give viewers access to big ideas and brilliant

people. All of the media executions feature a diverse selection of

personalities chosen to be representative of the range, depth and

stimulus provided by the channel's output."

James Pestell, BBC4's head of marketing, added that the campaign aims to

stimulate existing and prospective digital viewers to access the new

free-to-air channel while challenging viewer perceptions about the

medium of television.

BBC4 replaces BBC Knowledge and starts transmitting on 2 March.