BBC Local Radio was losing relevance with audiences around the country. They needed an idea that helped people fall back in love with their local station rather than just tuning in for traffic updates.

“Love where you live” became the central idea for each of the BBC’s 39 regional stations, encouraging listener participation and sparking a national debate.

Bespoke trails were shot for each region to ensure maximum engagement including a few we directed ourselves.

Awards
D&AD - Yellow Pencil
LIA - Gold
Promax - Gold
BTAA - Silver
Clio - Silver
Cannes Lions - Bronze