These were TV adverts promoting Radio 4 , played out on all BBC channels and online

Radio 4 has fantastic stories and interesting programming. They wanted to show it as relevant to the lives of smart, switched-on people aged between 35 & 54.

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If you listen to Radio 4 you’ll would see the world differently and find new and interesting ways of looking at things.

We created different TV spots that each showed a striking image that gradually changed to reveal it’s true meaning as the story was told.

These were real stories from Radio 4 using the original contributors or presenters. The image was almost still, offering a moment for the audience to listen and reflect.

These films were aired at different times, and updated with more stories from different Radio 4 shows. New films are released in stages to guide people to various

Radio 4 had a small budget but wanted to use it for a year long campaign that would demonstrate there’s a lot more to Radio 4 than just the Today show or The Archers.

We came up with the line To see the World differently, Listen. In order to prove this we found genuinely surprising and interesting stories found from Radio 4’s own programmes.

With limited resources we decided that the TV spots would be a striking and an almost still image consisting of one shot that would gradually change to reveal it’s true meaning as the story was told.

The original contributors were used to tell their story again as voice over.