We brought justice to the small screen
Channel 4 wanted us to promote their first ever screening of a real murder trial.
Channel 4 wanted to draw in the biggest possible audience, but were legally unable to sensationalise it or discuss the outcome.
By channelling the trend of true crime dramas and directly targeting TV journalists, we could successfully promote the show without revealing any of the specific details.
We commissioned a courtroom sketch artist to create drawings of the UK’s top ten TV journalists stood in the dock, sending them a hard copy and tweeting them their image. This allowed us to go straight to the source and resulted in all of them engaging with the campaign and even some requests from other journos for their own images.
Trended on Twitter
What they said
Don’t Panic massively over-delivered by developing a concept that begged to be retweeted, even by people who’ve seen it all before.”Marion Bentley, Head of Media and PRChannel 4