Radio 3 promotes Awards for World Music

DFGW has created a campaign for this year's BBC Radio 3 Awards for World Music, which will aim to promote the accessibility of global music.

The event, which takes place between 24 and 27 March, aims to recognise and reward the diversity of music and influences from around the world.

The campaign, called "listening", includes 30-second and 60-second executions and will be supported by a radio campaign, which was created in-house at the BBC.

The 60-second spot emphasises how music connects people across the globe by linking each scene to the other through the idea of listening to music.

It opens on a man lying on his living room floor with an upturned glass to his ear, listening to some muffled Middle Eastern music.

The scene then cuts to a young boy in the Middle East who is again listening through an upturned glass, to hear Asian-Pacific music. The camera then pans to a Tokyo street scene. The sequence continues with scenes and music from Africa and Finland. The ad concludes with the BBC Radio 3 ear logo, first seen last year in the "through your mind" TV advertising and launch poster campaign. Details of radio, TV and internet coverage are listed in the final shot.

Dave Waters, the creative director at DFGW, said: "The challenge that we faced was making the communication and awards more accessible while retaining their credibility and freshness."

The spots were written and art directed by Matt Welch and Simon Welch.

They were directed by Steve Cope, in-house at the BBC.

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