To communicate our involvement at all of the live events this summer, we secured the sponsorship of ITV’s Isle of Wight coverage. Albion were briefed; meetings were held. We have now come out with a selection of 9 different ident executions which will precede all of their footage at this coming festival.

One of the main insights which moulded the creative idea was based in our ident audience, who would predominantly consist of people reluctantly missing the festival due to domestic commitments. As a station, we couldn’t be more accommodating for these reluctant adults. We promise to provide our listeners with free live music every day this summer, and the Isle of Wight is the first live event we are covering. Therefore, for those missing out on the mud, sweat and delirium which accompany the best of festivals, we ensure they can still be part of the euphoria.

At Absolute Radio, we are bringing the live music to everyone. And this commitment is resolutely adhered to across all our platforms. Our idents therefore showcase the harmony that we facilitate between live music and domesticity. Each execution is visually focused on a mundane domestic task. This is complemented by audio simulating the set up of a live set. The result is a set of simple, crisp, intelligent idents. I hope you agree.

As well as the idents preceding ITV’s footage, we are also featuring some of the creative up on the festival screens. Whilst fighting for a drink at the bar, waiting for the next band to set up, you might notice the image of a key entering a door:

A teabag being dunked in to a mug:

Or toast being buttered:

All accompanied by the sound of guitar reverb or mic feedback. Indeed these are our ads, and they convey our commitment to live music, no matter where you are.

We welcome your feedback.