D&AD Channel 4 campaign
People in their sixties now,
had their formative years during the 1960’s youth cultural explosion...this
generation do not get off on gardening programmes or location, location,
location and need their fix of challenging, innovative, experimental, concept
based TV.
This campaign revolves around a period of time that is
memorable to a target audience of people over the age of 60.
The American ‘beat’ poets encapsulate the spirit of
challenging authority and a hope for a better future...not unlike today’s
audience.
Our concept is, that through nostalgia we can fire up
the imaginations of this age group, and above, and we believe eventually that
the younger generation may also tune in, turn on and drop out!!
