4Creative has been named Creative Review’s Ad Agency of the Year for 2013 following a truly outstanding year for Channel 4’s in house creative agency.
In 2012 4Creative were responsible for the multi-award winning Paralympics campaign ‘Meet the Superhumans’. The 90 second long film celebrated the herculean efforts of Paralympians, capturing their grit and determination intercut with an insight into their back-stories.
The campaign was set to the track, Harder Than You Think by hip hop legends Public Enemy and delivered on Channel 4’s commitment to bring a new audience to the Paralympic Games and to raise awareness of Paralympic sport.
The film received widespread praise and 4Creative collected multiple Gold Awards at Creative Circle and British Arrows, where the ad was awarded ‘commercial of the year’. It was also voted one of TED’s Ads Worth Spreading.
Creative Review said 4Creative was “behind one of the great rebrands of the year, for More4.” At the hands of 4creative More 4 underwent a hugely successful re-brand in 2012 which was recognised with a Gold Lion at the Cannes International Festival of Creativity in June 2012. Consisting of a bold, colourful new logo, stylish idents and refreshed on-screen presentation items which communicated a warm, approachable feel reflecting the channel’s content. The rebrand incorporated a whole new on-screen look including five truly stunning brand new live action idents featuring real world installations, inspired by the new logo.
To mark Channel 4’s 30th Anniversary, a long copy advert that ran in all the major broadsheets told the story of the channel. It was written by legendary duo: writer Indra Sinha, and art director Neil Godfrey.
Other highlights included a shredded poster for Homeland in the style of a ‘confidential’ document, a dystopian ad for Black Mirror that pastiched modern tech advertising, an ad for comedy season Funny Fortnight, and a brand identity for 4Seven.
Most recently 4Creative were behind the thrilling, critically acclaimed ad campaign for The Grand National, broadcast on channel 4 for the first time this year. The film saw Liverpool city take the place of Aintree’s race course and featured ten horses racing through streets, allotments, back gardens, parks and ponds jumping cars, fences and park benches.
Chris Bovill and John Allison, Heads of 4Creative said: “4Creative are tickled pink to be awarded Creative Review’s agency of the year’.
Notes to Editors
4Creative produces all of the through-the-line advertising output for Channel 4, Film4, More4, E4 - including digital campaigns, brand identity work, publishing, radio, product design and ambient.