BBC Radio 6 Music is set to launch a new campaign to position the station as the place ‘where extraordinary music plays’ this weekend.
Created by Karmarama, the creative hopes to capture a new audience for the radio station and aims to showcase the variety of music played across the station from 1960s to the present day.
The TV ad uses a tree as a metaphor for the station, with each level of the tree representing a different musical world. Featuring music from the Rolling Stones, Afrika Bambaataa and Peace, with live performances by Bjork projected onto the tree, as well as footage of Primal Scream shot at a previous BBC Radio 6 Music live show.
The campaign collateral and visuals of the tree will be rolled out across BBC 6 Music events in 2013 including the Maida Vale sessions and online, with the TV ad animated and directed by Yves Geleyn through Passion Pictures and produced with Red Bee.