Taking inspiration from the culture of 'dress down Friday' in the City, the communications agency sent four men out into London sporting high-cut shorts rather than trousers.
The models paraded around City hotspots in the apparel, which took a tailor two weeks to create. Many passers-by took to Twitter to experess their amusement and shock, while hidden cameras filmed the footage to promote the TV series on online channel 4oD.
James Herring, managing partner at Taylor Herring, told Event: "Our Short Shorts campaign was designed to amplify Channel 4’s above-the-line marketing creative and in particular the TV trail. 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 The Apprentice star Nick Hewer tweeting pictures before we revealed the fashion craze to be an elaborate marketing stunt."
Richard Davidson-Houston, head of online at Channel 4, said: "We’re really excited to launch original Shorts programmes on 4oD to meet the growing demand from viewers for mobile, snackable shows.
"This cheeky campaign is a great fun way to get things started."
Last week, Taylor Herring also partnered with TV channel Syfy to promote the release of film Sharknado 2: The Second One, with the help of a candid animatronic shark.
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