Channel 4 ad campaign brings iconic ‘south London royalty’ Queenie to the nation

31 May 2024

Channel 4’s award-winning in-house creative agency 4creative has unveiled its latest campaign in support of the upcoming Channel 4 drama Queenie, based on the best-selling book of the same name by Candice Carty-Williams. The show sees Queenie navigate life, love and identity as a Jamaican British south Londoner in her mid-twenties.

To promote the drama, which debuts on Channel 4 from Tuesday 4 June, 4creative – together with Channel 4’s marketing team – has developed a campaign of south London-centric creative, celebrating the show’s protagonist and inviting audiences to ‘meet south London royalty’. Today 4creative unveils a painted mural, featuring artwork of Queenie.

The mural is on display to the public at Electric Avenue in Brixton, a nod to the show’s south London setting. A modern interpretation of a Royal portrait, the mural was designed by artist Kione Grandison, whose artwork playfully celebrates Queenie as the definition of ‘main character energy’ and ‘south London royalty’, showing her in regal portrait fashion with crown earrings visible.

Grandison’s work was painted onto the Electric Avenue location by production agency Grand Visual. The mural will remain on display for a month. Posters of the mural will also be distributed to beauty salons across Brixton.

The latest 4creative campaign continues the delivery of Channel 4’s Fast Forward strategy and was created with the support of media agency OMD UK.

4creative’s Queenie campaign continues a strong creative run for the agency, with multiple awards for their Channel 4 Idents, work for docudrama Partygate, and carbon skid mark campaign for Channel 4’s Change Climate season. 4creative were recently named Creative Review’s Most Creative In-House agency and took home the Consistent Creative Excellence award at Campaign BIG Awards 2023.

Katie Jackson, Chief Marketing Officer, Channel 4 said:

“It’s been a joy to see this campaign come alive through the exceptional work of Kione and 4creative. They’ve done the bold and iconic world of Queenie proud, and we hope Kione’s mural helps generate the attention that this brilliant show deserves.”

Stuart Gittings & Reuben Dangoor, Creatives, 4creative, said:

“The iconic character of Queenie was born south of the river, so we felt it was essential to collaborate with a South London talent to announce her arrival on Channel 4.”

“Starting with Kione’s regal portrait, the whole campaign is a labour of love fit for modern day royalty. Long live Queenie!”

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Credits

Brand: Channel 4

Agency: 4creative

Mural Illustration: Kione Grandison (Lo and Behold)