Collaboration is something we feel very strongly about at Red Bee Media. We think it's the way of the future and one of the things that sets us apart as a creative company. If you want to work with the best people in the business it's no big sacrifice to check your ego at the door. In the end it's all about the work and the idea.

Of course the process is so much sweeter when the idea is as ingenious as the one devised by BBC Radio 2's ad agency DFGW to promote the station's wide range of music. Put simply, it was to use footage of Elvis' legendary 1973 concert in Hawaii and replace his band with contemporary musicians regularly heard on Radio 2.

Our director Steve Cope performed research heroics delving through literally hundreds of clips to find the right musicians in the right environment to cut into the original concert. The new band members were an eclectic and legendary bunch - including Marvin Gaye, Stevie Wonder, Jimmy Page, Keith Moon, Sheryl Crow, Noel Gallagher and The Sugababes.

The promo generated a huge amount buzz , both in the national media, with features on breakfast news shows and a number two listing in Campaign Magazine's Top 10 TV and Cinema Ads section and over the internet, with over 100,000 views on YouTube. It's also become a multiple award winner, with top honours from Promax Europe, Creative Circle and the British Television Advertising Awards. But perhaps one of the best compliments came from The King himself, with The Graceland Foundation posting it on its website for the enjoyment of Elvis fans everywhere.

Client Quote.

"The idea of Elvis introducing a line-up of legendary performers sounds beautifully simple, but it was actually quite difficult and required some very talented people to make the film look as realistic as possible. We're delighted with the end result. Hopefully people will enjoy watching it again and again."

Lesley Douglas, Controller BBC Radio 2