Channel 4 Wears Short Shorts

1 August 2014

New 4Creative marketing film launches original Shorts programmes on 4oD

 

Channel 4 today unveiled its latest conceptual marketing campaign to launch its brand new original Shorts programmes specially commissioned for Channel 4’s on-demand service, 4oD.

 

The Shorts are designed to be watched anywhere, on the move on mobiles and tablets via 3G, 4G or wifi – perfect for when people want to fill those spare five minutes with quality bite-sized shows. They feature top Channel 4 names including: Jamie Oliver and Food Tube celebrities, Guy Martin, Made in Chelsea’s Binky Felstead and Mark-Francis Vandelli amongst others – as well as many more new faces to 4.

 

Directed and produced by 4Creative, Channel 4’s multi-award winning creative agency, the on-air marketing campaign launches an epic celebration of short shorts in all their unforgiving glory on Saturday 2nd August across all Channel 4 channels.

 

Set to the retro hit ‘Short Shorts’ by The Royal Teens and shot in 16mm, SuperVHS with stills shot on an old Olympus using 35mm film for authenticity, the trail creative captures moments and glances of eclectic folk wearing short shorts – rightly or wrongly. Their contagious confidence will take viewers on a nostalgic trip back to hot British summers past and have them digging out their short shorts!  

                     

Chris Bovill and John Allison, Heads of 4Creative said: “Beautifully directed buns.”

 

Channel 4’s original Shorts collection, badged with their length (e.g. 4 or 5 mins), features a diverse range of innovative shows for viewers to snack on wherever they are – Shorts on films, games, comedy and satire, popular science and futurology, lifestyle and food shows, current affairs – and engaging education shows for teens.

 

The Shorts collection also includes Channel 4’s first branded digital advertiser funded content – and Shorts films linked to its flagship programmes.

 

Ends.

 

Notes to editors

 

Full credits

                                                                                               
Agency:                               4Creative

 

                Executive Creative Directors

                John Allison & Chris Bovill

               

                Creative Director

                Landy Slattery

 

                Director

                Molly Manners

                Creative

                Molly Manners

               

                Producer

                Tabby Harris

 

                Business Director

                Kuba Wieczorek

 

                Director of Photography

                Marc Gomez del Moral

 

                Editor

                Tim Hardy @ Stitch

               

                VFX Supervisor

                Marcus Dryden @ Envy

               

                Colourist

                George K @ MPC

 

                Audio

                Arge

 

Client:                  Channel 4 Marketing

                                Charlie Palmer, Group Marketing Manager

                                Clare Sandford, Marketing Manager

 

About 4Creative

 

4Creative is Channel 4’s multi-award winning creative agency and was last year named Campaign Big Award’s Multimedia agency of the year and Creative Review’s Ad Agency of the Year.

 

Headed up by Chris Bovill and John Allison, 4Creative acts as both creative agency and production company across all advertising output for Channel 4 and its family of brands.

 

In 2012, 4Creative were responsible for the multi-award winning Paralympics campaign ‘Meet the Superhumans’ set to the epic Public Enemy track, ‘Harder Than You Think’. The film received widespread acclaim and has earned 4Creative multiple awards including the UK’s only Grand Prix at the 2013 Lions, a Black Pencil and four Yellow Pencils at the D&AD Awards, multiple Gold Awards at Creative Circle and British Arrows where the ad was awarded ‘commercial of the year’, a Grand Prix at the Marketing Society Awards (jointly with Sainsbury’s); it was Campaign magazine’s Campaign of the Year in 2012 and was also voted one of TED’s Ads Worth Spreading.

 

Additionally, 4Creative were behind the thrilling, critically acclaimed ad campaigns for The Grand National; the highly praised marketing campaign for Channel 4’s Mating Season which explored dating through the eyes of a recently bereaved Galapagos Tortoise named Arthur; Channel 4’s latest brand campaign, Born Risky, including acclaimed ‘bearlesque’ act Fred Bear and its unique soundtrack Gay Mountain to wish athletes good luck at the start of the Sochi Winter Games 2014; and the Live From Space blockbuster campaign, created by Oscar and BAFTA award-winning British VFX company, Framestore .

 

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