Channel 4 has kickstarted the marketing drive for the return of its Irish comedy Derry Girls by erecting a bold mural in Derry.
Inspired by the Derry's tradition of the street art, 4Creative commissioned Derry not-for-profit social enterprise group, UV Arts to create mural of the cast.
In Derry’s city centre, a building was emblazoned with the artwork, in addition to further posters across the city. The work took five day to finish.
This artwork will also be used in other mediums, pulled into press cover wraps and with additional clips running on TV. Social media will share school pics of the cast and on Instagram, a Story called DerryText will channel teletext to provide updates from the show shot against the backdrop of The Troubles in Ireland.
James Walker, head of marketing at Channel 4, said: “The collaboration between 4Creative and UV Arts has resulted in a fantastic artwork that has already generated lots of buzz and excitement and community engagement locally for the return of the show. We’re incredibly proud of the series so by supporting its return with a large national campaign we’re able to build anticipation and make a bold statement across the UK – our hit comedy Derry Girls is back!”
Eoin McLaughlin, creative director at 4Creative, added: “My family are from Derry, so I know first-hand how proud everyone is of the show. By launching the campaign for the second series with a mural in Derry, the city has a fantastic new landmark that recognises the tremendous support the show has received locally and also celebrates the city’s culture, its people and their spirit. We have developed a truly exciting visual campaign that captures the mischief and humour of the characters and the essence of the show. Pure class, as they say.”
Channel 4 says the first season was the broadcasters largest comedy launch series in 14 years.