4Creative Pays Homage to '90s Rave Culture to Promote New Channel 4 Show Partygate

To launch new Channel 4 docudrama Partygate, the story of the scandal that helped bring down Boris Johnson after it was revealed Downing Street staff held numerous drunken parties during the Covid lockdown, Channel 4’s award-winning in-house creative agency 4creative has created a campaign that invites the public to join an illegal party of their own.

Starting with the premise that 10 Downing Street was THE number one underground party venue in the UK during Covid, the campaign takes inspiration from illegal rave flyers from the 1990s, inviting the nation to join in the fun (and watch the show) with the line ‘This time, everyone’s invited...’ 

Launching last week with a series of flyers that feature a mobile phone number, the campaign invites viewers to dial the number to get information about an illegal party – when they call the number, they hear a pre-recorded voicemail message from “DJ BJ” – recorded by Jon Culshaw, the actor portraying Boris Johnson in the show – that tells them about Partygate on Channel 4 and when to watch it. 

A series of posters continue the theme, and single page press ads feature wrist bands that anyone can cut out, keep and wear to show they’ll be attending Partygate, and at launch 4creative is bringing the energy of an illegal rave to prominent locations associated with Parliament with a hype van and look-a-like “DJ BJ”. 

With trails launching across Channel 4’s owned media this weekend, the show is due to air on Channel 4 on Tuesday, October 3 at 9.30pm.  

Dan Warner & Andy Vasey, creative directors at 4creative, said, “This campaign is a simple solution to a great brief - invite the entire nation to the most notorious illegal house party in UK history. Crafting a campaign inspired by the style and culture of 90’s illegal raves was the obvious way to bring it to life. I’ve got my wristband, see you there on the 3rd...”

Amber Kirby, Channel 4 marketing director, commented, “To celebrate the launch of the hotly anticipated factual drama Partygate, where illicit revelry contrasts with the dark reality of the pandemic for the wider world, we decided to advertise Partygate like the illegal house party it was. But with one difference… this time, everyone’s invited! Complete with a roving rave, we’re sure we’ll get people talking. Just bring your own Brie.”