Channel 4 "Azana Band | Kiss Me First" by 4Creative

This month Channel 4 puzzled viewers with a primetime TV ad promoting a tech innovation called AzanaBand, claiming to be "the world's first sensory gaming device" stimulating fear, pain and happiness.

The promo was actually part of a marketing campaign for new thriller Kiss Me First, which tells the story of a lonely teenage girl who is addicted to a fictional online gaming site and whose characters escape everyday life through virtual reality to a world called Azana. After watching the Azana Band TV ad, viewers were directed to a website where they discovered that the product, which is worn around the neck, "brings virtual reality gaming to life." Channel 4 teamed up with Bristol-based YouTube gamers Hat Films to publish an "unboxing" video titled "*Real pain* in VR!" on their channel – the first time that the broadcaster has worked with influencers in that way. The campaign was created by Jack Croft, Stacey Bird, Anne-Grit Maier and Francesca Van Haverbeke. 

Credits

Brand
Head of marketing
Group marketing manager
Marketing manager
Marketing executive
Media agency
Launch online media partner
YouTube content
Agency
Executive creative director
Creative director
Director (on-air conceptual and on-air clips)
Photographer
Designer
Group business director
Head of production
Executive producer
Production executive
Senior digital producer
Project manager
Director of photography
Production designer
Editor
Online
Post producer
Audio
Social producer
Social production assistant
Social video director
Website
Digital display
Retouching