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 brings us together – after all, we’ve always been a strange isles. To launch our new brand platform, ‘Altogether Different’, we called everyone in the UK weird, supported by British proof points like the existence of Stonehenge or the fact we watch TV to watch other people watch TV (Gogglebox). Led by diverse famous faces, demonstrating how ‘Altogether Different’ we are as a channel, too.