Brief 3 (D&AD Comp brief)

Create a motion graphic ident for 4seven, Channel 4’s new to air channel.

Background

Launched in July 2012, 4seven is the destination for Channel 4’s most popular and talked about shows from the last seven days. Channel4 will schedule 4seven with the content that’s creating the most noise amongst social media, bloggers and commentators.

The new 4seven channel will give viewers who missed the first live broadcast of Channel 4’s most popular shows the opportunity to catch-up with them over the next seven nights.

With so much choice out there, Channel 4 wanted to make sure that there are as many opportunities to watch their shows as possible. Viewers are increasingly saying that they sometimes miss the best stuff, despite their personal video recorders (PVR) and video on demand (VOD).

4seven is a catch up service that automatically selects shows from the last seven days and has the added convenience of being on television. So no more logging in, buffering, or searching for another remote.

Creative Challenge

Channel 4 and MPC want you to create a motion graphics ident that represents this innovative new way of programming.

Considerations

• The buzz created online that drives the channels programming needs to be incorporated into the look and feel of the channel / ident.

• Logo: You can either follow the existing 4/7 brand representation or create a new style for the logo. You can also go as far as stylising the logo as “4/7”, “4seven”, or similar.

• A fresh, innovative approach to the overall creative idea, design and animation is required.

• You should avoid photo real CGI and stock footage.

Target Audience

16 - 34 year olds.

Mandatories

The ident must be no more than 15 seconds in length. • Responses must be in the form of a final film with reference imagery

• Responses should consider that the final ident will be produced with Mac- based software such as After Effects, Cinema 4D and Photoshop.

• You should not base your work on the existing creative idea of the current idents.

Deliverables

Upload your ident as a film (only one ident per entry). Upload your reference imagery either in the form of a presentation film (max. 1 min) or up to four images.

Keep any text on images to a minimum; supporting information (up to 400 characters) can be entered online.

For full format specs and guidance, see ‘Formatting Your Entries’ on the next page. Work in formats other than those outlined will not be accepted.