Channel 4 "It's A Sin" by 4Creative

Channel 4 goes back to the '80s to promote Russell T Davies' five-part drama, It's A Sin.

The work sees Channel 4 revive its retro idents for the entirety of Friday to coincide with It’s A Sin’s small screen debut, including old-school idents and announcements made in a received pronunciation accent.

Channel 4 has also released an '80s-inspired trailer for the series, which is set at the beginning of the AIDS epidemic. The campaign comes alongside a partnership with Gay Times, with the magazine showcasing their '80s brand and magazine covers across their website and social platforms. Gay Times is also hosting an "In conversation" series which discusses the era in which the series is set.

The work launched alongside an Acast Podcasts partnership for shows including Sh**ged Married Annoyed, A Gay and a NonGay and an episode of the Homo Sapiens podcast featuring Russell T Davies. It was created by Andy Shrubsole and Scott Taylor.


Executive creative director
Creative director
Senior creatives
Senior director
Executive producer
Campaign producer
Post production
Marketing lead
Marketing exec