Radio 1 is promoting the arrival of its new breakfast show host
Sara Cox with a six-sheet poster and bus-side campaign by Fallon
The campaign is a parody of the award-winning ’your country needs you’
advertisement which was used to encourage young men to enlist as
soldiers during the First World War.
Fallon’s poster features a saluting Cox and the words ’going to bed
early for Britain’. The idea is to play on the sacrifice that Cox - who
is well-known for enjoying the celebrity party circuit - will be making
in order to broadcast the breakfast show.
Chris Hirst, the account director on Radio 1 at Fallon , said: ’The work
is designed to both announce Sara’s arrival on the 3 April and capture
something of her personality.’
Under the show’s previous host, Zoe Ball, the Radio 1 breakfast audience
climbed to 7.25 million listeners.
The campaign was written and art directed by Ed Edwards and Dave
Masterman and designed by Adam Whitaker and James Townsend. Media is
through New PHD.