Watch: BBC's W1A holds 'fundraising ideation generation session' in Red Nose Day special

The BBC's in-house creative team has collaborated with the creators of sitcom W1A to produce a special for Red Nose Day, promising "ground-breaking fundraising ideas, immediately delivered from a blue sky thinking session".

The clip sees BBC head of values Ian Fletcher (played by Hugh Bonneville) gathering his team together to come up with some of the most innovative fundraising ideas for the corporation as Red Nose Day approaches.

Also see: 'Good communications is one of the cornerstones of the BBC': is this W1A press release the ultimate PR parody?

Andy Parkman, from BBC Creative, said: "When the brief to make Red Nose Day funny again landed on my desk, the thought of using the beautifully absurd W1A premise was too good to miss."

Nick Rogers of the BBC marketing team said: "With Red Nose Day on the horizon, we felt that launching marketing’s first BBC Fund Raising Ideation Generation Session with the W1A team would allow us to reach new heights in our marketing output and inspire the nation to get involved in the funniest Red Nose Day ever."

He continued: "Initial ideation around some ground-breaking fund-raising ideas, immediately delivered from our blue sky thinking session, has started to yield new and inventive ways to raise money. In particular I’m looking forward to taking part in a #secretselfie and the cake-a-bake in the run up to the night of TV on BBC One, Friday 24 March."

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