Channel 4’s 4Creative exposes ‘The Sick Truth Behind Britain’s Sewage Scandal’ with bold new fountain installation

To Promote Dirty Business, Channel 4’s new factual drama, the broadcaster’s inhouse agency 4Creative has partnered with Glue Society and Biscuit Filmworks to create The Fountain of Filth, an unmissable fountain installation on London’s South Bank. 

Located at Observation Point from 23–25 February to coincide with the show’s run, the 10-metre-wide fountain will be open to the public and has been designed to draw attention to the heartbreaking human cost of Britain’s sewage scandal — a key theme of the new series. 

Within the fountain, bronze-like statues of men, women, and children appear to vomit murky brown water, a sickening reflection of the real experiences of those who believe they were made ill by exposure to waterways polluted with untreated sewage.

The statues are inspired by real human stories, with ex-national surfing champion Sophie Hellyer, and prominent outdoor swimming journalist and guide Ella Foote, amongst those whose likeness has been reflected in the statues through 3D scanning.   

In sharp contrast, a suited business executive stands at the top of the fountain with pockets and a briefcase brimming with cash — a symbolic reference to the water company failings brought to light in Dirty Business. 

The fountain directs visitors to discover ‘The Sick Truth Behind Britain’s Sewage Scandal’ through a QR code on its plaque, where they can hear first hand stories from those affected in specially commissioned interviews.  

David Wigglesworth, Executive Creative Director, 4Creative, said: 

“We wanted to take something as familiar as a public fountain and turn it into a national talking point. It’s provocative by design. Dirty Business confronts the grim reality behind Britain’s sewage scandal, and The Fountain of Filth forces it into the open.” 

Miketta Lane, Director of 4Creative, said: 

“Channel 4 exists to shine a light on modern Britain; the good, the bad, and the filthy. What the water companies are doing affects us all, and we need people to look closer, talk about what’s happening in our rivers and seas, and explore the devastating real human stories brought to life in Dirty Business.” 

Nic Moran, Head of Marketing at Channel 4, said:  

“The sick truth about Britain’s sewage scandal is hiding in plain sight and our marketing campaign for Dirty Business makes it impossible to ignore. We have put the human cost at the forefront and told the real stories behind the public health crisis.”

The series is based on a decade-long investigation into England’s water companies, and tells the real stories of whistleblowers and victims who believe their lives have been destroyed after encountering sewage polluted water. David Thewlis, Jason Watkins, Asim Chaudhry, Tom McKay and Bafta Rising Star Posy Sterling lead the cast of Dirty Business, which is produced by Partygate creators Halcyon’s Heart. 

The on ground activation is supported by a wider national marketing campaign to promote Dirty Business, including ad vans which will visit some water company headquarters with messages telling them to ‘Get Ready for Their Close Up’. Others will appear at beaches where water companies have previously dumped sewage to ask ‘Would You Swim Here?’. The media strategy was devised by Channel 4’s media partner OMD UK.

Dirty Business airs on Channel 4 on Monday 23 February at 9pm, across three consecutive nights. 

ENDS

You can watch the interview film linked to from the QR code here: https://www.youtube.com/watch?v=1-jX0XMY1Uw&list=PLbnU9iq6kGBHcx5jxTZNwYA5t2eCc1Inz&index=2

Credits

Brand: Channel 4

Chief Marketing Officer: Katie Jackson

Director, Brand & Content Marketing: Lisa Nash

Head of Marketing: Nic Moran

Marketing Lead: Anna Kerr and Charlotte Lewis

Marketing Manager: Gabi Schuman

Creative Strategy Lead: Alice McGinn

Publicity Lead: Rachel Gordon

Press Officer: Imogen Birkett

Creative Agency: 4Creative 

Director of 4creative: Miketta Lane

Executive Creative Director: David Wigglesworth 

Creative Directors: Andy Vasey and Dan Warner 

Creatives: Sofie Saietz and Simone Weilborg 

Creative placement team: Giorgia La Vecchia and Tilly Glancy 

Head of Creative Operations: Olivia Jones

Project Manager: Sophie McNeill

Head of Design: Rob Boon

Senior Designer: Aimi Awang 

Creative Artworker: Zen St George

Head of Production: Charlie Bettice

Executive Producer: Louise Oliver

Senior Producer: Rory Maclean

Producer: Faye Gillespie

Producer: Molly Haviland 

Producer: Max Williamson

Production Assistant: Bil-Marhamah Rahman 

Senior Director: James Brown

Junior Promo Director: Olivia Boardman

Digital and Social: 4Studio

Senior Content Strategist: Aaron Gillies

Social Media Manager: Emma Lyskava

Social Producer Editor: Kate Broughton

Social Producer Editor: Naranjanpal Hare

Fountain of Filth-

Artist/Director: Glue Society

Production Company: Biscuit Filmworks x Revolver 

Founding Partner: Shawn Lacy

Managing Director: Rupert Reynolds-MacLean

Exec Producer: Daisy Mellors

Producer: Tom Birmingham 

Head of Production: Emily Atterton

Production Designer: Oliver Hogan

SFX: Machine Shop

Construction: Little Parrot 

BTS DOP: Rob Farley

AC: Brandon Harrison

Editor: Kyle Rossiter

OOH-

Photography: Max Parker

Retouching: Curious 

Retoucher: Stuart Frost

Artwork: Dan Murray

Clips & Social-

Platform Post-Production

Post-Production: Picture Shop 

Interview film-

Camera & Sound Operator: Liam Iandoli

Platform Post-Production

Media Agency: OMD UK 

Client Partner: Leanne Young

Associate Director: Eliz Yesildalli

Account Executive: Lily Caton

Strategy Partner: Grant Beckley

Creative Partner: Annie Jarvis

Creative Director: Nathaniel Atkins

Partnerships Senior Executive: Khalidah Muhammad

OOH partners: Talon Outdoor

Biddable Associate Director: Maria Gaitanadou

Biddable Account Manager: Taimoor Rashid

Digital Associate Director: Matt Stock

Digital Senior Executive: Simone Mantalbano