C4 and Foster's embark on one Helluva Tour for brand new Shorts series

25 June 2015

Content inspires new sponsorship idents for Original Comedy on 4

Channel 4, in partnership with Foster’s, has commissioned new branded short form entertainment series Helluva Tour for its digital Shorts platform on All 4.

Produced by Alleycats and commissioned by Channel 4’s Commissioning Editor for Multiplatform & Online Video, Jody Smith, the 10x5min series will follow a cast of four strangers as they take on the road trip of a lifetime. Crammed into a pimped up camper van their 17,000 mile journey will be filmed all the way from the UK to Australia - where Foster’s was first brewed in 1888.

Helluva Tour will be captured through a mix of fixed-rig cameras and contributor filming and will see the foursome take part in an unmissable adventure, stopping off to take part in unusual cultural customs and challenges in exotic locations along the way.

Launching exclusively on All4 this autumn, the series will include additional short films featuring cast introductions and behind the scenes footage. Over the coming weeks the nation will be given the opportunity to be cast in the series when a mysterious touring telephone box will pop up in key cities up and down the country as part of a campaign to find the final four travellers.

Helluva Tour was devised with creative agency adam&eveDDB and is part of a new multi-platform campaign from the Australian beer since the brand bid farewell to Brad and Dan. It forms part of the brand’s wider partnership with Original Comedy on 4 which was brokered by Channel 4 Sales and Starcom Mediavest Group - announced earlier this year – who have also helped develop the tour.

In a first for branded Shorts, Helluva Tour content will been seen by viewers on air on Channel 4 and E4 later this year as the series’ creative will form Foster’s sponsorship idents for Original Comedy on 4.

Ifeoma Dozie, Beer Brand Director for Foster’s Owners, HEINEKEN, said: “The Helluva Tour is a completely unique and exciting piece of content that will resonate with consumers. The Foster’s drinker has a fantastic sense of adventure and the video shorts will bring this to life, charting an epic and inspirational journey that will excite viewers. It’s different to any other beer brand marketing and will make Foster’s stand out as the beer for this generation.”

Jody Smith, Commissioning Editor for Multiplatform & Online Video, Channel 4 said: “This promises to be a really big show that's perfect for Shorts, consisting of 10 unique films that span one hell of an adventure across the globe for four keen punters.”

Simon Wells, Partnership Controller, Funded Content & Creative Solutions, Channel 4 said: “This ambitious new branded Shorts series provides Foster’s with an exciting new way to engage with Channel 4 viewers through the creation of high-quality and entertaining content. It signals our ambition to continue to strengthen Channel 4’s existing collection of advertiser funded Shorts which include major partnerships with Sony, Rimmel London, British Gas and Alfa Romeo.”

Ed Stobart, Executive Producer, Alleycats said: “This is a thrilling commission for us. We love our adventure and this production will include some world first exciting events and activities. We’re particularly proud as a Northern Ireland based company to have won this fiercely competitive tender.”

Alleycats are working in conjunction with The Adventurists who are behind adventures including The Mongol Rally and the World Cycle Race.

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For more information about Foster’s, visit http://www.fosters.co.uk/, Facebook at facebook.com/Fosters or on Twitter: @FostersUK