Escape the city

Hunted, a ‘dramatic exploration of 21st century tracking in Britain’, will follow a group of 14 ordinary citizens as they attempt to go off-grid with a team of expert hunters on their trail.

With the help of in-house ad team 4Creative and graphic designers Bold and Bold, Channel 4 took over London’s Liverpool Street and Victoria stations, reminding commuters of how easily they can be tracked.

Through eye-catching billboards that warned commuters to hide their face, never call their family and leave the city, and cash machines that told shocked commuters to ‘cut up’ their cards, 4Creative poses the question: ‘Is it ever possible to slip through the net in a surveillance nation?’

The Big Picture: Brands are embracing fear for its powerful emotional appeal to reach consumers caught in The Polarity Paradox. Find out more in our Scare Marketing microtrend.