Subscribe to the daily newsletter.

Hollyoaks breaks the fourth wall in Know The Feeling campaign


Channel 4 has released the new campaign for North West soap, Hollyoaks, produced by its in-house agency, 4creative.

Part of a wider, Know The Feeling campaign, in the films key characters talk candidly to camera. The creative aims to form unexpected connections with viewers as the characters show their lives aren’t so far from their own.

“As Hollyoaks celebrates its 27th year on air, it is still as relevant and relatable as the day it first hit our screens,” explained Amber Kirby, Marketing Director, Channel 4.

“With these films, we want to celebrate this by creating a knowing connection between our lead characters and the audience, showing the heartfelt and real motivations behind the storylines which keep the UK entertained week after week.” 

The campaign was produced following audience research and character archetype work, which identified that viewers enjoyed seeing familiar storylines on screen.

It’s led to a new marketing strategy for the Lime Pictures soap, focusing on a longer-term character-focused campaign, whilst working hand in hand with “monthly single-minded storyline bursts.”

“Hollyoaks is a magnet for nearly every bit of drama life can throw at you. But it’s agonising, entertaining and let’s face it, reassuring, to see yourself reflected in the characters’ lives on screen,” added Lynsey Atkin, Executive Creative Director of 4Creative.

“Getting into trouble, fighting other people’s battles and being the talk of the town for all the wrong reasons might look a little more glamorous in this Chester suburb, but deep down we all know the feeling, and we hope these films show the real heart of Hollyoaks.”

Directed by Neil Gorringe, the films will run across the Channel 4 network and All 4, with shorter edits appearing across YouTube, Facebook, Instagram, TikTok and Snap. Off screen there will be digital out-of-home posters featuring portraits shot by Tom Sloane.

Related News