BBC Radio 1: Where it Begins

Karmarama has created a new campaign for BBC Radio 1 called Where it Begins, the brand’s first new positioning in five years. The film, directed by J.A.C.K. through Wanda Paris, shows a girl riding her pizza delivery bike into a warehouse, spraying her uniform gold, getting on a now souped-up moped and speeding around a cage of death through a spectacular firework display. As teenagers are wont to do.

Sam Walker, group ECD at Karmarama says, "A pizza delivery driver riding a cage of death is the ideal metaphor for Radio 1. We've tried to sum up the fearless nature of the station and its listeners."