Fallon uses DJ skills in BBC Radio 1 promotion

Fallon has created BBC Radio 1's biggest marketing campaign to date, which highlights the breadth of premier league DJs who appear on the station.

The campaign begins next week with national 48- and 96-sheet posters and TV trails on the BBC.

The black-and-white TV ads, shot by Tom Carty through Gorgeous, were planned in-house. They feature Radio 1's specialist DJs, including Seb Fontaine, Westwood, Judge Jules and Trevor Nelson. The premise is that they have secretly met in a disused warehouse to perform against each other in a mix-off.

As they compete, the film features the range of house, hip hop, garage and R&B music that Radio 1 plays and demonstrates the skills of the station's DJs in playing music.

There are four different poster executions planned through PHD and they feature Pete Tong, Judge Jules, Seb Fontaine and Fergie.

The ads intend to highlight Radio 1's commitment to live music. They were photographed in front of live audiences at Homelands and attempt to capture the atmosphere of live music events.

Gail Nuttney, the head of BBC youth marketing, said: "We wanted to find the best way of communicating the sheer quality of our specialist DJ line-up. It is a ground-breaking campaign for us and one that we expect will connect our audience strongly to Radio 1 and the BBC."

Andy McLeod, the creative director at Fallon, said: "Despite its success as a station, a lot of Radio 1's audience isn't aware of the range and quality of its DJs or its huge commitment to live music."

The campaign was written by Rob Potts and art directed by Andy Jex. The photography was by Liz Johnston at Artur.

Fallon won lead creative status for Radio 1 earlier this year following a creative review. The BBC is currently undergoing a review of its media arrangements and has shortlisted Zenith, Optimedia and the incumbent, PHD.

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