Radio 1 Breakfast Show host Nick Grimshaw has unveiled a star-studded music video featuring A-list celebs, Radio 1 DJs and real listeners, as part of a campaign to promote the show.
The #BreakfastClique campaign, led by Telegraph Hill, sees the story behind the video charted through four spoof documentary episodes - including Kelly Clarkson turning ‘gangsta’, Conor Maynard with an over-inflated ego and Wretch 32 as a wise rap guru - released on YouTube and embedded into Facebook. The video itself will be unveiled on 11 January.
Barry Pilling, director and Telegraph Hill founder, said: “The aim of the campaign is to tap into the huge followings of these stars by offering their fans something new, exciting and born out of Grimmy’s show. Getting these real fans on board spreads the word of Radio 1 to huge new audiences at grassroots level and brings big numbers to the Breakfast Show.
“We wanted this campaign to feel rooted in Nick’s humour and sense of mischief, and that’s really worked. It’s his music video, and his relationship with the celebs drives the campaign in a very real way.”
Telegraph Hill worked with Red Bee and the in-house Radio 1 team to create and distribute the campaign on all platforms.