Greatest Hits Radio

As part of the Thinkfarm team, I was involved in many aspects of creating the 2023 campaign for GHR.

Bauer Media wanted a campaign that highlighted Ken Bruce’s move from BBC Radio 2 to GHR, while also showcasing their current range of celebrity DJs.

I helped create and develop the campaign idea, worked on extending the current branding, assisted on the shoot, assisted with rotoscoping for the main tv ad, and then made the motion based social media campaign assets.

I started off my research combing the music videos of GHRs track list. I was looking for any obvious references that people would instantly know.

I quickly realised that what’s in your nostalgic minds eye, isn’t always as visually strong when you watch it back, especially when you need a clear idea to reference.

I also asked my older colleagues for their input on anything that really stuck with them too, although some of theirs were a bit too niche for a pop music station!

As a team we were focusing in on the idea of a House of GHR, so I looked for as many house and room references in music videos as I could to try and incorporate them into an elaborate hide and seek of song references.

I roped in my partner to help me make an pre-vis film to help the Director see how it could all work together in a 30 second ad, using the ideas from my mockups and research.

And as you can see, a lot of these ideas helped inform the final ad below.

The campaign was well recieved! Ken Bruce grew GHRs listenership by 1.6 million and boosted the audience for his mid-morning slot on GHR by 73% in 12 months.