Rainey Kelly Campbell Roalfe/ Y&R has been appointed by BBC Radio 5 live to launch a new TV campaign that aims to truly get under the skin of the station, and promote the network’s new positioning theme – ‘straight to the heart of things’.

Launched on Monday 21st March in what is set to be an executional first. The newly created campaign aired every evening that week having only been created the very same day to demonstrate the unique, dynamic way that 5 live delivers its daily shows.

Radio 5 live broadcasts award-winning news, sport and topical issues to a national audience, and the new campaign is designed to showcase the diverse output of the channel.

A small and dedicated production team will be based in the station’s studios, capturing the best on-air moments as the day unfolds. A trail will then be filmed, edited, colour graded, sound edited, and aired the same evening.

The agency has enlisted the talent of Dominic Savage, the renowned double BAFTA winning docu-drama director to bring the idea to life, and has also managed to recruit Oscar-winning sound specialist, Ray Beckett.

Commenting on the ambitious campaign, BBC Radio 5 live’s Head of Marketing, Ann Farragher, said: “The sheer range of things 5 live covers expertly everyday is staggering. The way we interact with our audience is unique. And we manage to have fun along the way. We want to try and capture a small part of that and show it off to a big audience. .

RKCR/Y&R Executive Creative Director, Damon Collins says: “5 Live is an amazing entity. We wanted to show people what it is not just tell them. The ‘Day in the Live’ campaign is simply a product demonstration. But one which will be more exceedingly challenging to produce and hopefully equally engaging to view.”