DFGW targets youth audience in work to launch BBC Proms

London's Trafalgar Square is transformed into a huge clock face with Nelson's Column as the sundial in DFGW's campaign to launch the BBC Proms.

Two 30-second TV spots, aimed at encapsulating the "perfect moment in music, will launch on all BBC TV channels, as well as radio and BBCi on 5 July, as the corporation attempts to boost the appeal of the Proms to a younger audience.

The campaign will be backed by a series of posters, and was planned and bought by PHD and the BBC in-house facility, Broadcast.

DFGW's joint creative director, Dave Waters, said: "The Proms is not a 'blue-rinse' event. It has suffered from a perception which is far removed from the reality, and this campaign will make younger audiences realise the diversity of music on offer throughout the festival."

Both spots were written and art directed by Waters and the joint creative director, Paul Grubb, and were directed by Michael Geoghegan through Pink.