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New Blood Entry — Stephen Pierce

Award: Yellow Pencil

Advertising / 2012

4Prime

Retired and free to do as they please, the 60+ audience represents the new prime of life. This mature audience has an expectation of quality programming - introducing 4Prime. Referencing the abundance of family pictures found in older people’s homes, I created a commercial that highlights how the viewer has grown up alongside Channel 4. The campaign also reminds the viewer of how much Channel 4 has shown them previously, rekindling an interest in the channel’s offering. The commercial concludes with the message that there is still so much left to see and 4Prime is the only place to see it.

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