Working with director Dougal Wilson and MPC, for this series of idents 4Creative created a giant out of the blocks of its logo. The logo giant is used to personify the Channel 4 brand: in Wheelchair Racing it signifies the channel’s efforts around disability by running alongside wheelchair athletes (before collapsing in a heap from exhaustion) while in Football it ties in to youth programming by taking part in a game of keepie-uppie in a Liverpool street; in White Cliffs it becomes a raft helping what appear to be refugees and immigrants arrive in the UK, while in Fanfare, the logo giant walks to the top of a hill before sounding out the channel’s famous four-note sonic signature. The films were shot in a variety of locations, from the Peak District to Liverpool to Eastbourne, reflecting the UK in all its diversity.

View all the winning work from The Annual 2018 here.

Entrant: 4Creative. ECDs: Chris Bovill, John Allison, Alice Tonge. Creative Director: Dan Watts. Creative: Dougal Wilson. Executive Producer: Shananne Lane. Head of Production. Clare Brown. Business Director: Jane English. Head of Marketing: James Walker. Deputy Head of Marketing: Laura Ward. Production Company: Blink Productions. Director: Dougal Wilson. Executive Producer: James Studholme. Producer: Ewen Brown. Production Manager: Lucy Jones. DoP: Daniel Landin. Production Design: Andy Kelly, Anthony Moore, Mark Hills, Factory.