Image shows a man dancing in his underpants in front of a presentation indicating huge increases in oil profits

4creative campaign tees up climate change programming with carbon skid marks

Category: News Release

Channel 4’s in-house creative agency 4creative has launched a striking campaign for Channel 4’s Change Climate season featuring the business and political elite as you’ve never seen them before – in their carbon skid marked underpants.

The campaign builds upon the premise that historically individuals have been at the centre of focus when it comes to making behavioural changes to reduce their carbon footprint.

This bold film calls out the actions and inactions of those in positions of power such as politicians and the CEOs of big businesses, questioning the extent to which they are doing enough.

Nic Moran, Head of Brand Campaigns, Channel 4, said: “When it comes to climate change the focus is often put on individuals to try harder which can lead to feelings of guilt, anxiety and helplessness, especially amongst younger generations.  At Channel 4 we believe in our mission to challenge with purpose as we ask our audience ‘are those with power doing enough to combat the climate crisis?’”

Launching today (Monday 6th November) during the ad break in Channel 4 News, the on-air TV campaign, produced by Academy Films and directed by GRANDMAS, opens with a group of business colleagues quaffing champagne as they settle down into their seats on a private jet. As the captain announces the flight time will be a mere 14 minutes the suited passengers rip off their trousers, twerking carbon skid marked white underpants towards the camera.

The scene then jumps to an office presentation with a chart titled Oil Profits and a clear sharp rise in the graph. The businessman rips off his trousers with everyone in the meeting room following suit dancing and partying, displaying their carbon-stained underpants while throwing cash in the air.

The third scene is set in a political debating chamber where papers are strewn in disarray while politicians punch the air, celebrating and dancing in their stained underpants. The voiceover says: “We’re worried about our carbon footprint. But are those with power doing enough about their carbon skid mark? The Change Climate Season coming soon on Channel 4.”

The campaign will also feature in cinemas, OOH and online from 13th November.

Andy Vasey and Dan Warner, creative directors at 4creative, said: “The campaign creates an unignorable visual for an unignorable subject. People are recycling their backsides off, but are those with power doing enough in return? Ahead of a whole Channel 4 season dedicated to the topic, we wanted to create a planet sized debate.”          

The season comprises four programmes – The Big Climate Fight with Mary Portas, Hugh Fearnley Whittingstall, Oobah Butler and Kevin McCloud; Chicken vs Beef: The Big Switch presented by Ade Adepitan, The Great Climate Scandal and Chris Packham: Is it Time to Break the Law?



Brand: Channel 4

CMO: Zaid Al-Qassab

Marketing Director: Amber Kirby

Head of Brand: Nic Moran

Marketing Lead: Ari Haber

Senior Marketing Exec: Annie Flood

Marketing Exec: Bethan Wottan 


Agency: 4creative

Managing Director: Katie Jackson

Executive Creative Director: Lynsey Atkin

Creative Directors: Andy Vasey and Dan Warner 

Director of Production: Miketta Lane

Executive Producer: Fiona Wright

Senior Producer, TV: Rory MacLean

Producer, TV: Hope Sutherland

Producer, OOH/Social/Stunt: Faye Adams

Social Director/Editor: Lubona Wyatt

Head of Design: Rob Boon

Senior Designer: Sarah Jones

Creative Artworker: Zen St George

Head of Creative Operations: Olivia Jones


Production Company: Academy Films

Directors: GRANDMAS

Academy Exec Producer: Darapen Vongsa-Nga

Academy Head of Production: Gemma Priggen

Academy Producer: Ash Lockmun

Offline Editor: David Whittaker  @ Ten Three 

Additional Editing: Dave Robinson @ Ten Three 

Assistant: Rebecca Campbell @ Ten Three 

Edit Producer: Clellend Allen @ Ten Three 

Post Production: Selected Works & Platform Post

Grade: Sam Gilling @ Selected Works

Audio Post Production: String and Tins

Sound Designer: Culum Simpson @ String & Tins

Foley: Cobblestone Foley @ String & Tins

Audio Producers: Amie Nedwell & Eimear Ní Ghuaire @ String & Tins

OOH Photography: Max Parker

OOH Retouching: Curious

Media Agency: OMD


About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For over 40 years, it has been a British success story, engaging generation after generation of young people.

Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.

Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.

Channel 4 has the UK’s biggest free streaming service plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 88 BAFTA wins in its history.