In a world of global streaming giants, we needed to remind the British public and politicians alike of the importance of Channel 4’s unique role in offering alternative, vibrant, bold broadcasting. Enter Altogether Different, our new brand platform which celebrates the one thing we all share in Britain: difference. We needed a launch film that communicated this idea and acknowledged our Britishness without being problematic or starting a culture war!

A surreal celebration of our weird and wonderful UK told through the lens of Channel 4 talent and shows. To launch, we called everyone in the UK ‘weird’, supported by historical British proof points like the existence of Stonehenge or newer facts like how we watch TV to watch other people watch TV (Gogglebox). Led by diverse famous faces, the film also demonstrated how ‘Altogether Different’ we are as a channel, too.

In the UK, recent events have sown division and created culture wars – with media telling us difference is what divides us. But at Channel 4 we think different is brilliant – that it’s our shared uniqueness that unites us. It’s our cultural truth that we’ve always been a little strange as an island – the eccentrics of Europe. We’ve always all been a bit weird and wonderful – it’s what makes us who we are. And Channel 4 exists to champion that difference.

Placement – Film:

TV

VOD - All4 in app

Cinema

Paid Social (Twitter, IG, TikTok, Facebook)

Paid OLV (YouTube) and Masthead in YouTube

Organic Social

Organic YouTube

Talent social accounts (Twitter and IG)

Timelines – Fri 15th November to 31st December 2021

With this campaign we needed to drive awareness and affinity for the Channel 4 brand by creating a distinctive brand platform, which truly represented what Channel 4 was born to do.

Having started from scratch just over a year ago, awareness of Altogether Different is sitting at 19% of all UK adults, which is even higher amongst our key target demographic of 16–24-year-olds (31%). Our purpose driven campaign also had a positive impact on brand affinity, with 42% of UK adults saying that it made them feel more positively about Channel 4.