Happy New Year from the stars of Channel 4

22 December 2011

Channel 4 is to kick off a marketing push for its key early 2012 shows, on New Year's Eve - with a London Underground takeover wishing both daytime shoppers and evening revellers a very happy new year. The major campaign extends across over 1000 digital poster screens, over the entire tube network as well as across digital screens in rail stations around the country.

Planned and booked by OMD and Posterscope with JCDecaux and CBS Outdoor, the campaign will run across all London Underground LCDs (6 sheets), DEPs (Escalator Panels) and XTPs (cross tack projection screens on underground platforms) as well as rail station Digital 6 Sheets and Transvision screens nationwide.

The creative for the New Year's Eve campaign was conceived and produced by Channel 4's award winning in-house creative agency, 4Creative.

Featuring a host of famous Channel 4 faces, including stars from four of Channel 4's biggest forthcoming programme launches - The Bank Job, New Girl, The Mash Up and Alan Carr's New Year's Eve Specstacular - the 40 second ‘Party Carriage' digital posters will be live from 6am on New Year's Eve through until early morning on January 1st, with three different executions playing through the day.

The ‘Party Carriage' concept, filmed with all the talent across a number of shoot days in December, shows a host of Channel 4 names travelling on the tube on New Year's Eve. As shoppers on rail and London Underground networks go about their journeys on Dec 31st, digital screens on platforms and stations will show our stars doing the same - with Derren Brown, Gordon Ramsay, Jamie Oliver, Hugh Fearnley-Whittingstall, Heston Blumenthal, Rachel Riley, Alan Carr, George Lamb (host of The Bank Job) Kirstie Allsopp, Phil Spencer, Jon Snow, Cathy Newman, Krishnan Guru Murphy and New Girl Star Zooey Deschanel becoming unlikely tube fellows, as they make their way to and from their respective New Year's Eve party destinations.

The first execution of the ‘party carriage' digital posters sees our Channel 4 stars travelling on the tube as most Londoners do; side by side, minding their own business, on their ways to their respective big night's out. As the evening goes on, the creative execution changes and becomes increasingly more debauched, featuring C4 stars looking slightly worse for wear, draped in bits of partying related paraphernalia.

As tube goers travel up and down the escalators on New Year's Eve, every single escalator panel across the London underground network will see our C4 stars doing the same, with Rick Edwards, George Lamb, Jameela Jamil, Derren Brown, and Jon Snow's heads bobbing through shot.

Digital 6 Sheets around stations will feature show specific creative executions, relating to the big shows Channel 4 Marketing are promoting in first week of January - The Bank Job (George Lamb), New Girl (Zooey Deschanel), The Mash up (featuring Alan Carr and Kirstie Allsopp, Channel 4 Newsreaders and Hugh Fearnley-Whittingstall) and Alan Carr's New Year's Eve Specstacular.

Head of Marketing, Sarah Owen said, "It's fantastic that we've been able to bring together all our Channel 4 friends for this celebratory campaign showcasing the big January shows."

CREATIVE CREDITS

Marketing: Sarah Owen, Laura Ward

Creative Director:  Tom Tagholm

Creative:  Molly Manners

Director:  Keith McCarthy

Producer:  Debbie Impett

DOP:  Will Bex

Art Director:  Agnieszka Debska

Editor:  Ed Cheesman (Final Cut)

Post producer:  Tim Phillips (MPC)

VFX:   Michael Gregory (MPC)