Short Shorts on Channel 4

City fashion stunt launches new season

Overview

We staged an eyebrow-raising fashion stunt to promote Channel 4's new series of online short programmes on 4OD.

The campaign was designed to amplify Channel 4’s above-the-line marketing creative and in particular the TV trail.

Creative

Taking inspiration from the culture of 'dress down Friday' in the City, we would deploy four men out into London sporting high-cut, tailor-made 'buisness shorts.

Execution

The models paraded around City and media hotspots in the bizarre apparel.

More pics here.

Many passers-by took to Twitter to express their amusement and shock, while hidden cameras filmed the reactions.

The activity was geared to drive noise on Twitter before the branded reveal at the end of the week.  

Traction was increased thanks to celebrities such as Made in Chelsea’s Binky Felstead and Apprentice star Nick Hewer tweeting pictures before we confessed the bizarre fashion craze to be an elaborate marketing stunt.

Results