Just Don't F*** It Up.

We wanted to make it easier for our audience to understand why we make the kind of content we do. As Channel 4 headed towards its 30th birthday, the media landscape was growing more fragmented and complex. As a not-for- profit, publicly owned corporation, Channel 4’s public service remit is at the heart of why it exists. A long copy advert ran in all the major broadsheets to coincide with Channel 4’s 30th birthday, telling the story of the channel. The advert had an interactive element where users could download the Aurasma app and be fed all the content referred to in the ad.