Channel 4 rebrands as Channel 4th in election campaign urging people to “be lazy, just vote”

1 July 2024

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Channel 4 is launching a campaign to encourage people to vote in this week’s General Election, rebranding as Channel 4th in a playful reference to the July 4th polling date.

 

Developed by Channel 4’s in-house award-winning creative agency, 4creative, the campaign sees the on-air channel graphic (the bug), Channel 4 idents and continuity slides become 4th between July 1st and July 4th. In addition, the iconic ‘Giant 4’ installation outside its London office forms part of a “vote on the 4th” message displayed on the building.

 

The campaign, ‘be lazy, just vote’ aims to remind people that sometimes the most powerful form of enacting social change is the simplest. Out of home posters nationwide, with design inspired by polling station signs, poke fun at voter apathy and list the range of activities more difficult than voting, for example “the easiest way to put a cross in the box” in a nod to the UEFA Euro 2024. On-air continuity announcements will also include campaign references allied to a range of social and influencer activity.

 

‘Be lazy, just vote’ continues 4creative’s track record of producing campaigns that generate buzz in disruptive ways. Recent campaigns have included their homage to 90s rave culture in support of the Channel 4 docudrama Partygate and the “carbon skidmarks” campaign tying in with Channel 4’s Climate Change season.

The campaign sets out to remind people that voting has never been easier, with 74% of people saying they live within ten minutes of their nearest polling station.

Channel 4’s General Election night coverage will feature a high-profile line-up providing expert analysis and commentary. Channel 4 News lead presenter Krishnan Guru-Murthy and The News Agents’ Emily Maitlis will be joined by The Rest is Politics podcast hosts Alastair Campbell and Rory Stewart, breaking down the night’s results in front of a live studio audience. Mathematics professor Hannah Fry will present the results and crunch the data at the big screen, helping to make sense of the numbers and tell the story of the night.

Nic Moran, head of Channel 4 Marketing, said: “At this crucial moment in time for the country, we’re proud of what our campaign represents. We want to remind people that the most powerful way to make a difference is also the easiest. The brand message is impactful in its simplicity, and speaks to Channel 4’s purpose and commitment to younger audiences - we hope this will strike a chord and get people to their local polling station. We’re excited to bring the 4th to our audience.”

 

Chris Wood Deputy ECD, 4creative, said: “We all want to do the right thing but often we just don’t get round to it. With a polling station closer than your local pub and casting your vote definitely requiring less work than scrubbing out a marmite jar, we thought a friendly nudge to encourage people to put a cross in a box felt very Channel4. Then when the election was announced for the 4th of the month it was bit of a gift, it meant we could do the save the date reminder in the most low effort kind of way (always my preferred approach).”

 

Speaking about Channel 4’s General Election coverage, lead-presenter Krishnan Guru-Murthy said: “This is a massive moment in British history, we’re going to be talking about this election for a long, long time – and we have assembled an amazing cast of people to help interpret, understand it and talk about where this sets British politics on course for the next few years. We’ve got a uniquely intelligent, charismatic, entertaining line up of people to help make sense of what’s happening on the night.”

 

ENDS

 

Notes to Editors

 

Elections Full Campaign Credits

Brand: Channel 4

Interim CMO: Katie Jackson

Marketing Director: Amber Kirby

Head of Marketing: Nic Moran

Marketing Lead: Sian Gray

Senior Partner Marketing Exec: Annie Flood

Marketing Exec: Taf Muchenje

Brand Planner: Thomas Schofield

 

Agency: 4creative

Executive Creative Director: Lynsey Atkin

Creative Directors: Chris Wood

Director of Production: Miketta Lane

Head of Production: Charlie Bettice

Executive Producer: Louise Oliver

Senior Producer: Alex Anderson & Simon Glover

Producer: Faye Adams 

Production Manager: Hannah Jones

Production Coordinator: Tehya Connery

Production Assistant: Awais Irfan

Creatives: Sofie Saietz, Simone Weilborg, Chris Rice, Greg Carter, Harry Gowthorpe

Director: Mick Arnold 

Head of Design: Rob Boon    

Senior Designer: Aimi Awang

Creative Art Worker: Zen St George

 

Senior Project Manager: John Trevor

Project Manager: Sophie McNeil

 

Post Production: Picture Shop, Platform Post Production,

Illustration: Picnic Studios

OOH Photography and Retouching: Curious

Art Department (stunt): James Soldan

Media Agency: OMD