The film was created to launch the new BBC Music brand, and shine a light on the unique role the BBC plays in the world of music, as a broadcaster, expert curator of music, and nurturer of new and diverse talent.

It brought together the 80-piece BBC Concert Orchestra and 27 iconic music stars including Pharrell Williams, One Direction and Elton John to perform a unique version of the Beach Boys’ ‘God Only Knows’. The artists were carefully selected to feature legendary talent (Stevie Wonder, Brian Wilson, Chrissie Hynde) and current superstars (Chris Martin, Sam Smith, Dave Grohl), but also represent the huge range of music the BBC supports featuring the highest profile names from opera, jazz, pop, rock, folk, classical and bhangra.

It was the highest profile marketing campaign ever undertaken by the BBC, and for the first time in the BBC’s history, it was launched simultaneously across all BBC TV, radio and web channels, hitting an immediate audience of over 55 million people. The single was then released into the UK charts in aid of Children in Need, and the film became the foundation for the launch of the BBC Music Awards.

Not only does the BBC have the broadest output of any media brand, covering everything from rock, pop, jazz, classical, Asian, World and everything in between, it also develops and breaks new talent, as well as supports and commissions numerous live events. The challenge was to create a new music brand to house all of the various output and deliver attribution back to the BBC. By creating a genuinely show-stopping piece of work that people of all ages and interests could engage with, the BBC Music brand could be launched to the world.

A teaser campaign built to a launch event across the entire BBC (a first in its history), including BBC's 5 TV channels, 59 radio stations, online, BBC Worldwide and the World Service (200 countries). The song was released with Children In Need and hit the charts immediately. The campaign culminated in the BBC Music Awards, a live televised music event that closed with a performance of this unique God Only Knows arrangement.