Viral TV ad takeover to expose the existence of hatred and toxic online bullying
Channel 4 / Nationwide / Maltesers / McCain
Agency: The Outfit
Channel 4 teamed up with Nationwide, Maltesers and McCain to broadcast a primetime takeover ad break, taking a stand against online abuse. Working closely with director Matthew Mcdermott and The Outfit, Covert provided all VFX across the Nationwide and McCain spots.
The spots had a fantastic reception with the hashtag #togetheragainsthate. This trended on multiple social channels whilst the campaign featured on several noteworthy marketing/PR news sites.
Strategy & Process
Tasked with visualising the organic growth, damage and toxicity reflective of online hate, Covert developed a glass cracking/shattering narrative for McCain and a progressively rotten visual for Nationwide.
We composited live action plates, 3d renders and 2d graphics to build unified pieces that progressively grew in an organic manner.
Let’s work together
We’re always keen to speak with new brands, agencies & production houses.