Six-figure Sin City 2 campaign to take over an entire Channel 4 ad break tonight

Channel 4 and Lionsgate have joined forces to create a bespoke TV campaign for upcoming cinema release ‘Sin City 2: A Dame To Kill For’.

Tonight (Monday 4 August) at 9:10pm viewers will be treated to an exclusive look at the film as it takes over the entire two-minute ad break.

The six-figure campaign kicked off with series of five second teasers from Saturday 2 August reminding viewers of key Sin City characters and directing them to tonight’s ad break which, in addition to showing exclusive film footage, will launch a competition for the chance to win a trip to Las Vegas.

Felicity Ive, deputy agency principal, Channel 4, said: “The new Sin City 2 campaign is a great example of Channel 4 working with a likeminded brand to find a creative solution. In this case combining the iconic Sin City and Channel 4 imagery together to bring an on air competition to life.”

Promotions manager at Lionsgate, Lauren Windo, added: “Lionsgate is very excited about working with Channel 4 on this partnership. We see C4 as the perfect platform to showcase the incredible visual style that defines the Sin City franchise. In launching our TV campaign in this way we hope to give audiences a real taste of the fantastic cast and highlight the unique and innovative spirit of Sin City 2.”

Channel 4’s logo has also been given a makeover in the distinctive graphic novel style of the film for the campaign which was brokered by Channel 4 partnerships executive Jessica Bryant and MEC account director Elly Ward.

The creative has been handled by Editpool.

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