Channel 4 is paying a witheringly satirical tribute to 90s rave culture to promote its upcoming docudrama based on the Partygate scandal that took place at the heart of Downing Street during the Covid-19 pandemic.
Developed by in-house agency 4creative, the outrageously cheeky campaign will even invite the public to join an illegal party of their own – holding up 10 Downing Street as the ultimate underground party venue.
Strongly inspired by illegal rave flyers from the 1990s, the creative invite viewers to join in the fun, with the tagline – ‘This time, everyone’s invited…’
“This campaign is a simple solution to a great brief – invite the entire nation to the most notorious illegal house party in UK history,” 4creative creative directors, Dan Warner and Andy Vasey, said.
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“Crafting a campaign inspired by the style and culture of 90’s illegal raves was the obvious way to bring it to life. I’ve got my wristband, see you there on the 3rd…”
The provocative posters all feature a real phone number that when called plays out a pre-recorded message from “DJ BJ” – recorded by Jon Culshaw, the actor portraying Boris Johnson in the show – telling callers when and where to watch the show (Tuesday, 3rd October at 9.30pm on Channel 4.)
The flyers also feature Partygate wrist bands that members of the public can cut out and wear – whilst at launch, 4creative will bring a hype van and look-a-like “DJ BJ” to prominent locations associated with Parliament.
Channel 4 marketing director Amber Kirby added: “To celebrate the launch of the hotly anticipated factual drama Partygate, where illicit revelry contrasts with the dark reality of the pandemic for the wider world, we decided to advertise Partygate like the illegal house party it was. But with one difference… this time, everyone’s invited! Complete with a roving rave, we’re sure we’ll get people talking. Just bring your own Brie.”
