Title	RADIO 4
Brand	BBC RADIO 4
Product/Service	RADIO 4
Category	E03. Special Build
Entrant	BBC London, UNITED KINGDOM
Idea Creation	BBC CREATIVE LONDON, UNITED KINGDOM

Name	Company	Position
Aidan McClure	BBC Creative	ECD
Laurent Simon	BBC Creative	ECD
Susan Ayton	BBC Creative	Creative Director
Sarah Beatty	BBC Creative	Creative
Andy Parkman	BBC Creative	Creative
Sarah Wadey	BBC Creative	Senior Producer
Ben Davidson	BBC Creative	Production Manager
Lewis J CLark	BBC Creative	Sound Design

Brief Explanation

BBC Creative were briefed to engage with a younger audience in the latest brand campaign for Radio 4. Our aim was to show the next generation audience that Radio 4 is relevant to them through an engaging, forward facing brand philosophy demonstrated by perception changing content from Radio 4. With the campaign strapline ‘To see the world differently, listen’ we made three brand films for BBC Channels and social that depicted scenes which were reframed by the voice over of real life contributors telling their surprising and personal stories, devised from original Radio 4 programming/archive clips. For the ambient part of the campaign BBC Creative commissioned a bespoke solar powered Radio 4 Listening Bench, launched at the Grand Terrace at St Pancras International Station in mid-October, which is touring the UK and available to the public until the end of March 2017. The bench has four seats, each at a different