On Tuesday 19th Jan an initial set of 40 '#giffgaffE4 Glitch City' sponsorship idents go live on E4 in support of their sponsorship of Entertainment on E4.
The shows have been selected as they are popular with giffgaff members and their target audience. The look and feel of each ident is tailored to fit the theme of the show. Each ident will carry tweets from the fans of the show, which will be continually changed to give the opportunity to feature as many viewers, views, as possible.
The success of a similar campaign in 2015 which gave giffgaff the opportunity to connect with giffgaff members and others weekly in a way they hadn’t before spurred the decision to run this years campaign with updated visuals which give a more human, real world feel.
Rob Ramsey, Partnership Leader at Channel 4 said: "We are delighted that giffgaff have extended their successful association with E4’s biggest series. These new credits not only complement the E4 brand perfectly they also draw in the viewer and enhance the viewing experience.”
giffgaff’s approach to creative allows them to put together hand picked teams of creatives reflecting the needs of each brief. Fans of DBLG’s playful and disruptive work for the Channel 4 rebrand , giffgaff had already worked with DBLG as part of their October 'Hey you, Let's fly' campaign, DBLG, created their "Channel 4 presents an advertising premiere" bumper for their “Hey You, Let’s Fly” campaign so it was a natural decision to approach DBLG again.
giffgaff briefed DBLG to build on their #giffgaffE4 concept, using their giffgaff brand assets. The team made "Glitch City" a 3D set using the giffgaff "digital noise" and colour blocks, creating a physical world from virtual assets. The 3D set was then dressed with props based on cues from the shows sponsored in the E4 Entertainment package.
Grant Gilbert, Founder/ Creative Director, DBLG said: "Our concept was to build and film a multi layered environment using the giffgaff digital noise texture. As we travel over the stylized terrain we follow a path of animated glitch which displays the viewers tweets. The camera motion is hand held and playful as if someone is filming it on a phone. We had a fantastic experience working with the giffgaff team. From the very start they embraced all our ideas and gave us an amazing amount of creative freedom throughout the entire process."
giffgaff Brand Director, Tom Rainsford said: "Sponsoring Entertainment on E4 gives us a unique opportunity to connect with our audience on a frequent basis. Rather than just broadcast to them we wanted to truly connect, so this plays a vital role in this activity. "Glitch City" from DBLG builds on the success we saw in 2015 and beautifully combines our Brand look and feel, with the wonderful chatter from social channels and viewers of the shows.
Creative Agency: DBLG & giffgaff Creative Team
Creatives: Jason G Wiley, Edoardo Eschano, Grant Gilbert
Photographer: Franklin Dow
Agency Manager: Abi Pearl