We wanted to position Channel 4.com as a convenience store, open 24/7, where you can pick up all your favourite shows. It was a simple visual that gave us plenty of scope for creative fun. The shop was staffed in a very deadpan manner by some of the biggest names on the Channel – both past and present – including Avid Merrion on the checkout. The campaign translated through into online banners and MPUs and was updated to run over the busy Christmas period with a version of the film that featured Christmas decorations in the store and snow falling on the road outside.