4Creative: Scared of the Dark

Channel 4’s new reality show Scared of the Dark places eight celebrities in a bunker where they have to eat, sleep and survive for eight days in total darkness. Along the way, they face a series of challenges that can either reward them with useful items or further complicate their survival.

To promote the show, 4Creative created an OOH campaign that cleverly plays on the show’s key feature. Totally black posters helpfully pinpoint where the celebs are, even though viewers can’t see them.

Agency: 4Creative
Creatives: Zoe Nash and Sali Horsey
ECD: Lynsey Atkin
Deputy ECD: Chris Wood
Graphic Designer: Sarah Bethan Jones
Designer: Charlie Bird
Producer: Natalie Cox
Promo Director: Lewis Clements
Creative Placements: Eleanor Wilkinson, Walaa Ellabib

Marketing Lead: Laura Woodcock
Head of Content Marketing: Laura Ward-Smith
Marketing Director: Amber Kirby