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Tom Thum vs Digital Radio

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The Box You Can't Beat

THE TASK 

To create a campaign that highlighted the incredible choice of stations available on digital radio to a new younger demographic.  

THE IDEA 

We teamed up with world renowned beat-boxer Tom Thum to create a campaign, which combined his limitless beat generation with digital radio’s endless choice. Putting Tom's beat-boxing skills to the test, we composed a series of tracks, each representing a genre or style of station available on digital radio. In our online video, Tom Thum didn’t just embody digital radio, he was digital radio.

Supporting the video, we created a series of distinctive and engaging radio spots, where Tom found himself competing with a new digital radio for his flat-mate’s attention.

THE CREATIVE - VIDEO  

THE CREATIVE - RADIO


Tom and Steve: Shower

 


Tom and Steve: Guitar

 


Tom and Steve: Mood

 

THE RESULT

A pioneering multi-media radio campaign for digital radio.

Over 350,000 views online, and an overwhelmingly positive response.

A demographic reeducated as to the possibilities of digital radio and the ultimate beat-box battle. 

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