Channel 4 smashes fourth wall in bold Hollyoaks campaign

30 August 2022

Channel 4 today reveals a bold new campaign for Hollyoaks, which sees key characters candidly talking to camera and forging an unexpected connection with viewers as Mercedes, Ste and Felix show their lives aren’t so far from our own after all. 

The three 40-second films are modern portraits of people dealing with the sort of everyday issues that audiences can relate to – only in true soap style they end with grand explosions and impromptu food fights, ultimately celebrating the quirks of much-loved characters as they divulge their inner thoughts.

The films form part of a wider ‘Know The Feeling’ campaign which came to life from audience research and character archetype work, identifying viewers enjoyment of seeing familiar storylines on screen. It marks the start of a new marketing strategy for Hollyoaks focusing on a longer-term character focused campaign, whilst working hand in hand with monthly single-minded storyline bursts.

Created by Channel 4’s award-winning in-house creative agency 4creative and directed by Neil Gorringe, the films will run across the Channel 4 network and All 4, with shorter edits appearing across YouTube, Facebook, Instagram, TikTok and Snap. Off screen, digital out-of-home posters featuring portraits shot by Tom Sloane will continue the frank conversations, with characters posing questions to passers-by to get them thinking about their own lives.

Lynsey Atkin, Executive Creative Director of 4Creative, said: “Hollyoaks is a magnet for nearly every bit of drama life can throw at you. But it’s agonising, entertaining and let’s face it, reassuring, to see yourself reflected in the characters’ lives on screen. Getting into trouble, fighting other people’s battles and being the talk of the town for all the wrong reasons might look a little more glamorous in this Chester suburb, but deep down we all know the feeling, and we hope these films show the real heart of Hollyoaks.”

Amber Kirby, Marketing Director, Channel 4, said: “As Hollyoaks celebrates its 27th year on air, it is still as relevant and relatable as the day it first hit our screens. With these films, we want to celebrate this by creating a knowing connection between our lead characters and the audience, showing the heartfelt and real motivations behind the storylines which keep the UK entertained week after week.” 

Ends.

Notes to editors

 Channel 4 Marketing

Chief Marketing Officer: Zaid Al-Qassab

Marketing Director: Amber Kirby

Head of Marketing: Nic Moran

Marketing Lead: Kaisa Morbey

4creative

Executive Creative Director: Lynsey Atkin

Deputy Executive Creative Director: Chris Wood

Creative Director / Copywriter: Lydia Raghavan
Head of Production: Esther Pilgerstorfer

Executive Producer: Jason Delahunty
Senior Producer (On air and Social): Rory Maclean
Campaign Producer (Off Air): Fiona Wright

Director: Neil Gorringe

DOP: Jim Joliffe

Editor: James Rosen (Final Cut)

Audio: Rich Martin (Envy)

Online/Grade: Coffee & TV

Production Designer: Tom Gander

Social Director: Greg Carter

Photographer: Tom Sloane

Design Director: Rob Boon

Designer: Maria Jose Arias Gonzalez and Eddie Fowler

Project Manager: Sophie McNeill

Production Manager: Hope Sutherland

Production Manager: Max Williamson

Production Assistant: Molly Haviland