Channel 4: 'Derry Girls'

To mark the return of Channel 4's popular comedy series Derry Girls, set in 90s Ireland, we tapped into the thirst for 90s nostalgia amongst Gen-Z by recommissioning one of the 90s most iconic teen titles - Smash Hits - with a one-off limited edition print run entirely dedicated to the hit show.

We worked with 4Creative and Bauer Media to produce a 28-page magazine (see links), which included a pull-out double-page poster of the cast and classic Derry Girls-themed features such as the Biscuit Tin interview.

The 90s-inspired campaign was a nod to the Derry Girls’ ‘last-day-of-school’ chaos, making the end of an era for the girls and the last season of the show. More than 150,000 copies of the magazine were distributed across the UK, with 40,000 copies bagged up with the week’s issues of Heat and Closer Magazines on news stands across the country.

The work was supported by a content hub on TikTok featuring digital articles, trailers and filters, out-of-home billboards an an exclusive Spotify 'Mix Tape' with a QR integrated in the magazine to drive listens of the character-curated playlists voiced over by the show's talent between tracks and encouraging listeners to create their own.

Derry Girls season 3 smashed targets, claiming an average audience of 2.9 million, double the slot average (55%) and share (54%). Share among 16- to 34-year-olds (29.1%) was the best of any Channel 4 series, up 39% on season two and 28% on season one. The campaign went on to with several awards, including a Campaign Media Award for Media & Entertainment.