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By Gillian West | Social media manager

January 29, 2013 | 1 min read

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. The TV ad was directed by Yves Geleyn through Hornet Inc NY/Blinkink UK, and produced by Red Bee.

BBC Radio Public Relations Drum News

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Karmarama is the UK’s most progressive creative agency, now part of Accenture Interactive.Its services include advertising, direct and digital marketing, digital design and build, data and analytics, PR, social and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it, Connected Creativity.

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