Young people had stopped listening to Radio 1 as they felt they just played pop music. For them Radio 1 wasn't relevant in a world where you could listen to lots of different music genres online.

We created the Radio 1 'spectrum of music' to showcase the 56 genres of music they played every week.

The Musicubes platform allowed users to create their own tower based on the music they liked - they could then post their unique cube stacks on blogs and social media platforms for their friends to see and listen to Radio 1 shows.

Winner of a D&AD Graphite pencil

Credits
Creative Direction : Gemma Butler, Gavin Gordon-Rogers
Art Direction: Dilesh Lalloo
Design : Oli Laruelle, Andy Horn 
Creative Dev: Robin Wong