D&AD Student Awards 2012

ADVERTISING BRIEF Create a campaign to promote Channel 4’s new, over 60’s channel Anna Chan | Athena Dobson Jessica Osunsanmi | Vickie Sayer | Emmy Smith

A fresh and innovative ‘older’ channel

A new channel specifically for people aged 60 plus. Consisting of programmes that challenge our audience in a Channel 4 way without being patronising.

Create a campaign promoting this new channel and come up with a name, design and TV campaign that will appeal to this older audience.

Our target audience watch television for the following reasons:

They still lead busy lives and therefore time is a precious commodity not to be wasted. Free time spent watching television should not simply be a time-filler but instead an enjoyable activity that relaxes the body and engages the mind.

A channel filled with A channel that

Time4 is a channel that

The two arrows on the number 4 make reference to a clock, associated with the word “time”

The Time4 logo conforms to the typical characteristics of all Channel 4’s current channels. These include: - The number 4 - Any letters or words included in

the name is visible in the logo - Simple, clean, block coloured

design

The colour exudes a sense of sophistication and boldness. The font colour of the word “TIME” has been reversed for contrasting effect.

The typeface used is Gill Sans MT Bold – kerning has been applied to create a smaller space between each letter for a more aesthetic look to accurately fit the word “TIME” into the allocated space.

The colour used is #7f0824 (or can be categorised as Burgundy).

To build a strong awareness and recognition of Time4

To establish Time4’s brand identity as being captivating, good quality, cultured and witty To promote the channel Time4 to over 60s without focusing on age in a patronising manner

Time4 DISCOVERY– Documentary – Dispatches

Time4 SCANDAL – Drama – The Good Wife

Time4 EXPLORING – Culture – Jamie does…Athens

Time4 DISCUSSION – News and Current Affairs – Channel 4 News with

Jon Snow