These days we’re often made to think that different is what divides us. At Channel 4 we think different is brilliant, that in fact it’s our shared uniqueness that brings us together, that we are ‘Altogether Different’. The brief was to bring this new positioning to life in OOH, in a way that featured Channel 4 talent.

We created a visual representation of both the UK and Channel 4 – places where very different people exist very closely together. So we used the constraints of real poster formats to create a series of bespoke enclosures, filled to bursting with surprising mixes of talent, visually demonstrating different kinds of people (and entertainment) brought together. The portraits are full of expression and life – talent in awkward positions, reacting to each other and their situation.

We demonstrated our new brand platform, Altogether Different, by trapping lots of our famously different talent, together, within billboards. To do this, a series of bespoke boxes were made to shoot them in that were based on the exact proportions of the poster formats.The boxes’ proportions were designed to exaggerate the feeling of compression and the interiors sprayed white so that you’d focus on the colorful clothing and tangled bodies of our talent. Due to constraints we had to shoot our talent one at a time - which created a real challenge in how we would arrange them in the space so that their limbs intertwined in a believable and humorous way in the final images. A bespoke type treatment was designed to mimic vinyl lettering and was chosen to suggest a glass front to our boxes - to further the sense of the talent being trapped inside the posters.

Our nationwide OOH campaign helped launch our new brand platform by squeezing our talent together in small spaces on some of the UK’s biggest placements.

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.