C4 Drug Vend

A CREATIVE OOH EXPERIENCE

What if a marijuana activist had the highest job in the land?

The Challenge

Channel 4’s new reality show, Make Me Prime Minister, gave people the chance to take on the most powerful job in the country. The Challenge? Bring this message to life in an OOH installation which would spark curiosity and hype in the run up to the show’s launch date.

Demographic Young Adults

Location London, UK

Duration 2 Days

Objective PR and Content

This image shows a white a green installation made for Channel 4. The installation is a vending machine filled with mock drug packages as part of a Channel 4 installation for the show Make Me Prime Minister. The machine displays rows of colourful, labeled boxes, each designed to look like a different type of medication, highlighting the fictional concept of drug legalisation. The machine is placed on the high-street and behind the machine is a vinyl wrapped window front which has advertisements for the show on, it includes copy that promotes the show such as 'From midnight all drugs are legal' and 'by order of the new PM'. There are people walking past the installation.

A close up of immatation weed in a vending machine, the installation is for Channel 4's installation for the show 'Make Me Prime Minister'. There is a row of 4 packets each placed within metal holders. The packets are made from transparent materials, showing fake weed inside, there is copy on them saying 'Weed and Medical cannabis' along with 12 buds and other drug related wording.

A man wearing a black beanie interacts with a mock vending machine displaying imitation drug packages, using its digital screen. The machine, part of a Channel 4 installation, is branded with the message "From Midnight All Drugs Are Legal." The setup is outdoors on the street at Truman Brewery.

The Execution

Working closely with Chanel 4’s ‘props’ department, we created and installed a vending machine filled with ‘fake’ drugs at the busy Truman Brewery. This clearly controversial talking-point highlighted the show’s concept of the consideration of new laws and ideas in parliament, including the legalisation of drugs. Passersby were able to come and attempt to vend the drugs. When attempted, the touch screen message on the screen displayed the show’s ad and the ‘Not yet legal’ messaging.

Our content team planned, shot and edited a series of videos which were used to extend the reach and coverage of the activation on Chanel4’s social media and press contacts.

A man in a checked jacket walks in front of a vending machine displaying mock drug packages, interacting with its digital screen. The machine, part of a Channel 4 installation, is branded with the message "From Midnight, All Drugs Are Legal." The setup is outdoors at Truman Brewery, positioned on the street.

Two people interact with a mock vending machine displaying imitation drug packages, using its digital screen. In the background, passersby observe the scene as they walk past. The machine, part of a Channel 4 installation, is branded with the message "From Midnight All Drugs Are Legal." The setup is located outdoors on the street at Truman Brewery.

The Outcome

9,500 people interacted with the drug vending machine over 1 weekend and public reaction was overwhelmingly positive. Content captured on site was also seeded out across various social channels to build excitement to the show’s launch.

9500

Interactions

Faux Illegal Drugs

Days

Close-up view of a person taking a photo with their iPhone of a vending machine filled with mock drug packages as part of a Channel 4 installation for the show 'Make Me Prime Minister'.

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