Bauer Media asked us to develop a brand identity, positioning and messaging for Greatest Hits Radio, a brand new national network that stretches across the UK on Digital, FM and AM. GHR offers listeners classic hit music delivered by real, engaging presenters, alongside local news and travel. Advertisers and media planners will benefit from more strategic and consolidated campaigning across the UK with a network of local touch points and content. We helped launch the new brand with a marketing campaign and comprehensive implementation process that worked across print, online and outdoor media.
We used a positioning line that summarised the escapist sentiment of timeless pop music – THE GOOD TIMES SOUND LIKE THIS – to create an unashamedly ‘feel good’ animated TV Ad that hovers between ‘now’ and ‘then’ by mixing black & white overlays with colour stills footage and the work of classic 70’s & 80’s rock photographer Mick Rock, placed in 3D animated scenery, to create the look of a period album cover collage. Shot during the 2020 Lockdown, all of the cast were filmed independently or in actual social/family groups and then ‘brought together again’ as each scene in the Ad progresses.
Our wider creative response to the campaign brief focused on the development of a very flexible, but strongly graphic ‘grid’ system to emphasise the classic pop and disco vibe. As well as featuring this look in the scenery of the TV Ad itself, we used the grid system on its own to create a parallel range of stripped-back, minimalist street posters and outdoor media, bus wraps, animated shorts, banner advertising and social media films for online and social media distribution.