It has come to the world’s attention that diversity, equity and inclusion may have gone far, far too far.
But Channel 4 exists to create change – challenging with purpose, representing unheard voices, and reinventing entertainment.
It’s in our public service remit and it’s in our DNA.
Why? Because Channel 4 is Altogether Different.
For this, we can only say – sorry, not sorry. 😜
Fronted by newsreader and journalist Phil Gayle, featuring a range of well-known talent and programming, CMO Katie Jackson commissioned Channel 4’s award-winning in-house agency, 4creative, to bring the Altogether Different spirit of Channel 4 to life in the wake of the ongoing global rollbacks in the DEI space: “This is your PSA that Channel 4 is doing what it’s always done. We’re not perfect, but we are Altogether Different. Sorry. Not sorry.”
David Wigglesworth, ECD, 4creative said: “If you think we’ve gone too far - buckle up.’”
Launching across Channel 4’s social channels from Friday 13th June, and on Channel 4’s main channel before the network premiere of M3gan on Saturday 14th June, you can watch the new brand spot here.
Credits:
Show Title: ‘Sorry, Not Sorry’ (altogether different)
TX Date: Saturday 14 June (on-air)
Campaign Launch Date: Friday 13 June (live on social)
PR Trade Press Release Date: Friday 13 June
Brand: Channel 4
Chief Marketing Officer: Katie Jackson
Marketing Director: Amber Kirby
Head of Marketing: Nic Moran
Marketing Lead: Anna Kerr
Agency: 4creative
Director of 4creative: Miketta Lane
Executive Creative Director: David Wigglesworth
Head of Production: Charlie Bettice
Head of Creative Operations: John Trevor
Director: Barry Dyer
Junior Director: Sam Baker
Senior Producer: Simon Glover
Producer: Max Williamson
Production Manager: Hannah Jones
Production Assistant: Sophie Hedgley
Channel 4 Media Planning
Media Planning Manager: Dan Taylor
Senior Media Planner: Sharon Kendall
Media Operations Executive: Patrick Hurst
Media Planner: Tolu Ore-Bolumole
Post Production Company: Platform
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