Last week, Russell T Davies' five-part drama It's A Sin debuted on Channel 4, bringing the AIDS epidemic to the forefront of pop culture with its harrowing and emotional story about the LGBT+ community in Thatcher鈥檚 London.
The show's launch was even stronger thanks to Channel 4鈥檚 '80s-inspired campaign, which brought the gauche flair of Petshop Boys, Kate Bush and Eurythmics back into the cultural zeitgeist.聽聽
The broadcaster revived its old-school idents ahead of the show鈥檚 debut, with announcements carried out in a received pronunciation accent as a nod to the era depicted in the story.
The show received its very own '80s-inspired trailer, filled to the brim with synth beats, eight-bit typography and more vintage cheese than Wallace and Gromit鈥檚 cupboard.聽
Channel 4 also partnered Gay Times to create an 鈥渋n conversation鈥 series which explored the struggles of the LGBT+ community during the AIDS epidemic.
4Creative went the extra mile to bring to life the culture of It鈥檚 A Sin鈥檚 London, and it will hopefully bring more viewers to one of the best dramas of the year so far.
Client Channel 4聽
Agency 4Creative
Creatives Andy Shrubsole and Scott Taylor
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