BBC Radio 1 "music reboot" by Karmarama

BBC Radio 1 will interrupt the opening credits of EastEnders tonight (2 September) with a trail to promote its "Even More Music" month. The work was created by Karmarama and its sister social media agency Grape. The ad features Radio 1 DJs edited into surreal situations – including a whack-a-mole game – as a voiceover invites listeners to influence the station’s output. It will be backed by social media activity and listeners can also access hidden content by finding the Easter eggs placed in Radio1 ads on YouTube. The work was written by Simon Connor, art directed by Stephen Cross and directed by Pensacola through Forever Pictures and Red Bee Media.