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The Guardian has revamped the creative work for its ongoing

sponsorship of FilmFour Productions. The new executions will appear on

the FilmFour channel on August 26 and will be shown first on Channel

Four during the premiere of East is East on September 2. The aim of the

strategy for the idents, created by BMP DDB, is to debunk film cliches

such as 'in the movies theatre audiences always react'. Previous idents

through Channel 4's in-house creative team, featured a brightly covered

newspaper type image being opened. It is the first time The Guardian has

significantly revamped sponsorship idents since the deal was signed in

1996 and follows the appointment of BMP to handle The Guardian's

creative task late last year.