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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.

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