This campaign contains no Covid clichés. No plinky-plonky piano music.No ‘uplifting’ portraits of carers. No children on Zoom calls. And nobody smiling through windows. Instead, 4creative found the funny side of the pandemic. When the government realised that young men weren’t listening to public health messages, it turned to C4 for help. When everyone seemed to lose their sense of humour, Channel 4 kept its, reflected through reactive branding across the channel’s comms.
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