BBC MUSIC
LAUNCH OF THE BBC MUSIC BRAND – THE BBC’S STRONGEST COMMITMENT TO MUSIC IN 30 YEARS.
NO.1 TREND ON TWITTER
OVER 9 MILLION ORGANIC VIEWS ON YOUTUBE
TRACK REACHED TOP 20 AFTER 4 DAYS ON SALE
THE CHALLENGE
Shining a light on the unique role the BBC plays, not just as a broadcaster but as an expert curator of music, and a nurturer of new and diverse talent.
THE SOLUTION
Unite 27 internationally acclaimed artists to form ‘The Impossible Orchestra’.
ADVERTISING
The film runs across all BBC channels and features the song’s original writer and creator, Brian Wilson, alongside 26 award-winning musicians including popular music stars Sir Elton John, One Direction, Stevie Wonder, Pharrell Williams, Jake Bugg, Lorde, Emeli Sandé, Chris Martin, Kylie Minogue, Paloma Faith, Sam Smith and Florence Welch; rock musicians Chrissie Hynde, Brian May and Dave Grohl; classical musicians Alison Balsom, Martin James Bartlett, Danielle de Niese and Nicola Benedetti; folk performer Eliza Carthy; Senegalese singer Baaba Maal; jazz performer Jamie Cullum; British Asian Music star Jaz Dhami; the BBC’s Zane Lowe, Lauren Laverne, Katie Derham, Gareth Malone and Jools Holland; with the youthful vocals of the Tees Valley Youth Choir and the BBC Concert Orchestra at its heart.
SOCIAL
We seeded the film internationally, securing roadblocks with ten of the most visited sites around the world, such as Buzzfeed and Mashable. The sites were granted exclusive play rights ahead of global release.
CONTENT
We created a behind the scenes documentary, charting the full production lead up and filming of featured artists.