Tv Channel: "The Big 4" Outdoor Advert by 4creative

Type Of Entry: Corporate or Brand Identity
Category: Logos & Trademarks - New Or Redesigned
Title: THE BIG 4
Advertiser/Client: CHANNEL 4
Product/Service: TV CHANNEL
Advertising Agency, City: CHANNEL 4 TELEVISION, London
Country: UNITED KINGDOM
Design/Advertising Agency, City: 4 CREATIVE, London
Country: UNITED KINGDOM
Credit Details:
Name
Position
Company
Brett Foraker
Network Creative Director
Channel 4
Rufus Radcliffe
Head of Marketing
Channel 4
Ben Johnson
Designer
FreeState
Adam Scott
Designer
FreeState
Nick Knight
Photographer
None
Aran Chadwick
Designer
Atelier One
Luis Fernandez
Designer
Atelier One
Adelyne Albrecht
Designer
Atelier One
Mark Titchner
Artist
None
El-Anatsui
Artist
None
Brief/Objectives/Goals: To mark Channel 4's 25th anniversary. The brief was to create a 50ft version of the 4 logo in front of the channel's London HQ. The structure needed to be 3-dimensional and mirror the channel's award-winning idents, where one single viewpoint reveals the '4' mark. The structure was then transformed into a year long celebration of public art. A range of artists were invited to use the '4' as a blank canvas and bring it to life in different ways. The frist artist to interpret the '4' was photographer Nick Knight. Cladding the '4' in lenticular photographs of chests of people of different racial origins, Knight's '4', known as 'Heart', appeared to be gently breathing in and out. This was followed in January 2008 by Turner Prize nominee Mark Titchner's idea which allowed members of the public to walk into the structure and record their views. The next installation will be by African artist El-Anatsui followed by the winner of a competition run in conjunction with the Saatchi Gallery. The channel's logo has evolved into four pieces of talked about public art - an innovative way of using the iconic '4' to mark the Channel's anniversary.