The Meet the DJs campaign for Radio1 is an industry leading example of how an idea with a digital heart can grow beyond a place on the web.

The campaign started as a series of online films in which the specialist music DJs at Radio 1 shared their musical backgrounds and passions with their listeners. But as the drive to build the station´s specialist music credentials grew, so did the campaign. From online through to TV ads, radio, into press, content for student television and cinema.

The four minute cinema commercial uses the theatre environment to its full potential. Imagine yourself in a theatre. The lights have just gone down and this ad is the first thing you see. Commanding the attention of the audience from the start we´re taken on a ride that builds from a stripped-down set in rehersals to an epic and uplifting cinematic climax. All the while, reiterating Radio 1’s commitment to musical diversity.