Pick of the Week: Sin is in with Channel 4’s retro campaign

This creative throwback to the '80s supported the show's launch.

Last week, Russell T Davies' five-part drama It's A Sin debuted on Channel 4, bringing the AIDS epidemic to the forefront of pop culture with its harrowing and emotional story about the LGBT+ community in Thatcher’s London.

The show's launch was even stronger thanks to Channel 4’s '80s-inspired campaign, which brought the gauche flair of Petshop Boys, Kate Bush and Eurythmics back into the cultural zeitgeist.  

The broadcaster revived its old-school idents ahead of the show’s debut, with announcements carried out in a received pronunciation accent as a nod to the era depicted in the story.

The show received its very own '80s-inspired trailer, filled to the brim with synth beats, eight-bit typography and more vintage cheese than Wallace and Gromit’s cupboard. 

Channel 4 also partnered Gay Times to create an “in conversation” series which explored the struggles of the LGBT+ community during the AIDS epidemic.

4Creative went the extra mile to bring to life the culture of It’s A Sin’s London, and it will hopefully bring more viewers to one of the best dramas of the year so far.

Client Channel 4 
Agency 4Creative
Creatives Andy Shrubsole and Scott Taylor

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content