Marketing trail reveals ‘the future of 4’
Channel 4’s award-winning in-house creative agency 4Creative has produced a new conceptual marketing trail featuring Channel 4 talent as they’ve never been seen before – including Jon Snow’s head atop spinning ties and Alan Carr as an alien!
Launching on-air across all Channel 4 networks from Friday 10th April to promote the launch of Channel 4’s new digital service All 4, the 60 second futuristic film has been sent back in time to show viewers ‘the future of 4’.
The fantasy future features five (almost) naked, laboratory grown Spencer Matthews who are seen hitting on a scientist in a clip from Genetically Engineered in Chelsea (the evolution of hit E4 show Made in Chelsea); an armour clad jockey and red eyed racehorse prepare for The Grand National 2120 andChannel 4 News coverage of a royal wedding broadcasts the homosexual newlyweds’ first kiss live from the balcony of Buckingham Palace.
John Allison and Chris Bovill, Heads of 4Creative said: “We are continually bombarded with depressing, post-apocalypitic, dystopian visions of the future where we are hunted by machines or probed by aliens. So we wanted to launch Channel 4’s new on demand platform with a refreshing antithesis; as long as you stick with Channel 4 the future will be a liberating, progressively-minded and hilarious romp into oblivion. The only downside is that Spencer will still be around to hit on your girlfriend.”
Commissioned by Channel 4 Group Marketing Manager, Charlie Palmer, the film was conceived by Joint Heads of 4Creative John Allison and Chris Bovill, directed by 4 Creative’s Neil Gorringe and brought to life by creative studio MPC (opens in a new window).
The trail ends “From catch up to live channels, box sets to online Shorts – welcome to All 4, the future of 4, on demand.”
The first release of All 4 launched last week on PC, iPads and iPhones – the new All 4 brand identityreplaced the 4oD brand across all platforms.
Notes to Editors:
Client: Channel 4
Title: Alien Carr
Creative agency and Production Company: 4Creative
Creative Directors: Chris Bovill and John Allison
Director: Neil Gorringe
Business Director: Nik Windsor
Producer: Nicola Brown
Group Marketing Manager: Charlie Palmer
Marketing Manager: Clare Sandford
VFX Producer: Dionne Archibald
VFX Supervisor: Michael Gregory
3D Supervisor: Greg McKneally
Colourist: Jean-Clément Soret
4Creative is Channel 4’s multi-award winning creative agency and was named Campaign Big Award’s Multimedia agency of the year and Creative Review’s Ad Agency of the Year 2013.
Headed up by Chris Bovill and John Allison, 4Creative acts as both creative agency and production company across all advertising output for Channel 4 and its family of brands.
In 2012, 4Creative were responsible for the multi-award winning Paralympics campaign ‘Meet the Superhumans’. The film received widespread acclaim and has earned 4Creative multiple awards including the UK’s only Grand Prix at the 2013 Lions, a Black Pencil and four Yellow Pencils at the D&AD Awards, multiple Gold Awards at Creative Circle and British Arrows where the ad was awarded ‘commercial of the year’, a Grand Prix at the Marketing Society Awards (jointly with Sainsbury’s); it was Campaign magazine’s Campaign of the Year in 2012 and was also voted one of TED’s Ads Worth Spreading.
Additionally, 4Creative are behind the critically acclaimed ad campaigns for The Grand National; the highly praised marketing campaign for Channel 4’s Mating Season which explored dating through the eyes of a recently bereaved Galapagos Tortoise named Arthur; Channel 4’s latest brand campaign, Born Risky, including acclaimed ‘bearlesque’ act Fred Bear and its unique soundtrack Gay Mountain to wish athletes good luck at the start of the Sochi Winter Games 2014; the Live From Space blockbuster campaign, created by Oscar and BAFTA award-winning British VFX company, Framestore; the conceptual marketing campaign to launch its brand new original Shorts programmes specially commissioned for Channel 4’s on-demand service, 4oD and the defiant animation promoting fundraiserStand Up To Cancer.
MPC (opens in a new window) is a creative studio who craft spectacular visual experiences in any space, on any screen. They have been global leaders in VFX for over 25 years with industry-leading facilities in London, Vancouver, Los Angeles, New York, Bangalore, Montreal, Amsterdam, Paris, Mexico City and Shanghai.
Renowned for adding visual wonder and creative expertise to the advertising, film and entertainment industries, some of their recent projects include films such as ‘Life of Pi,’ ‘World War Z,’ ‘The Lone Ranger,’ ‘The Secret Life of Walter Mitty’ and ‘Man of Steel’ and Advertising campaigns for brands such as Coca-Cola, Nike, Sony, EA and John Lewis.
Their broad range of skill-sets provide a multitude of creative solutions, including concept design, pre-viz, shoot supervision, 2D compositing, 3D/CG effects, animation, motion design, software development, digital & experiential production, colour grading for advertising and any combination of these services.
MPC is a Technicolor Company
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