Channel 4 launches 80s themed takeover day for It’s A Sin

22 January 2021

The channel also partners with Gay Times and Acast as part of wider campaign

Channel 4 is going back to the 1980s this Friday, 22nd January, with an 80s themed all day takeover to coincide with the launch of multi-BAFTA Award-winning writer Russell T Davies’ hotly anticipated five-part drama, It’s A Sin.

Across the day the broadcaster will bring back a number of 80s themed brand elements on its airwaves including the original iconic Lambie-Nairn Channel 4 logo and continuity announcements will be made in a received pronunciation (RP) accent. Viewers will be treated to a nostalgic 80s style menu highlighting that night’s schedule of programmes, several 20 second idents will air throughout the day, and an exclusive new trailer for It’s A Sin will air - inspired by cult classic 80s film The Breakfast Club.

The take-over is the culmination of a widespread multi-media campaign including on-air, outdoor  - including a full poster campaign - and social to promote the 1980s-set drama series which premieres on Friday. The campaign also sees the broadcaster team up with Acast and Gay Times in two exclusive partnerships.

The partnership with Gay Times also goes back in time, showcasing their 80s brand and magazine covers across their website and social pages. At the core of this collaboration is an ‘in conversation’ series where cast members speak with real people from the LGBTQ+ community and allies who lived through the era to discuss the issues documented in the series. They include: Songwriter/Musician, Andy Polaris; LGBTQ+ Rights Campaigner, Peter Tatchell; and Actress and LGBTQ+ ally, Jill Nalder.

A brand new Acast Podcasts partnership includes audio ads for the show across their network, sponsored reads across a range of podcasts including Sh**ged Married Annoyed, A Gay and a NonGay and Table Manners, plus a special branded episode of the Homo Sapiens Podcast featuring Russell T Davies.

Zaid Al-Qassab, CMO & Inclusion & Diversity Director, Channel 4 said: “Going back to the 80s in this collaborative campaign not only brings a sense of fun and nostalgia to the channel in a typically irreverent Channel 4 way, but also demonstrates Channel 4's commitment to championing diversity beyond our programmes whilst building on 4Creative’s industry leading reputation for delivering original and creative campaigns."

Lynsey Atkin, Executive Creative Director, 4Creative said: “If out of social turbulence comes creative magnitude, then the 80s was the UK’s Athena-poster-child decade. The visual legacy it left is both chaotic and brilliant, and digging through our archive has allowed us to put some of Channel 4’s most celebrated graphics back on air. Through the wider campaign we’ve hoped to create the sense of an era that changed so much, through the lens of something that never does – the invincible spirit of youth and the promise of Saturday night.”

The campaign has been devised by Channel 4, 4Creative and OMD.

Ends

Credits

• Executive Creative Director​​​ - Lynsey Atkin
• Creative Director​​​​ - Lydia Raghavan
• Senior Creatives​ - Andy Shrubsole and Scott Taylor
• Senior Director​ - James Brown

• Executive Producer​​ - Shannane Lane
• Campaign Producer - ​Fiona Wright
• Producer​​ - Nicole Roberts

• Post Production - Platform Post
• VFX​​​ - John Cryer 
• Audio - ​​​Ian Chattam

• Marketing Lead - Michelle Owusu
• Marketing Exec  - Nikhila Dega