Channel 4 has a specific remit in UK broadcasting: to offer alternative and varied points of view, and in a world increasingly dominated by global streaming giants, to be for, and of, the British public. As politicians and commentators once again began to question the role of Channel 4 in 2021, its in-house agency 4creative was briefed to remind everyone why the broadcaster is important and appealing in today’s world, but without the work feeling like a worthy manifesto.

The result was Altogether Different, a campaign that celebrates the weirdness of the UK, and the people who live there. It focused on ‘proof points’ such as the existence of Stonehenge, comical place names, and plenty of bizarre but brilliant Channel 4 stars and shows.

Agency: 4creative
Executive Creative Director: Lynsey Atkin
Deputy Executive Creative Director: Eoin Mclaughlin
Production Company: 4creative
Director of Commissioning Operations & Talent: Emma Hardy
Head of Production & Operations: Miketta Lane, Lisa Green
Executive Producer: Shananne Lane
Campaign Producer: Fiona Wright
Director: Alex Boutell
Producer: Luke Fraser
Production Manager: Will Breeden
Directors of Photography: Benedict Spence, Sam Goldie
Production Designer: Simon Davis
Costume Designer: Kate Ruth
Makeup: Bianca Scott, Eve Coles
Editor: Quin Williams @ Tenthree
VFX: Untold Studios
Grade: George K @ Black Kite Studios
Sound: Jack Hallett @ Factory