The Ways That Channel 4’s ‘Carbon Skid Marks’ Became a Moment in Culture
“How can we get our brand into culture?” (Said by every marketer, ever, since c. 2015)
It’s become clear that brands and businesses can no longer afford to sit on the sidelines when it comes to what is making and shaping culture. But hijacking and jumping on every meme and trend is not the answer. Consumer expectations mean that brands can’t just respond and react (that’s table stakes, and often dangerous) to what is happening in culture.
Instead, brands must be enduring, meaningful and sustainable.
This is the thought behind Brands & Culture, a conference taking place on November 7th 2024 at London’s Ministry of Sound.
One of many of the experts speaking at the intersection of brands and culture is Katie Jackson, chief marketing officer of Channel 4. She’ll be discussing how and why Channel 4 devised its ‘Carbon Skid Marks’ film to promote its Change Climate season, how it disrupted the ideality and why tone of voice and the power of comedy is so important to land purpose comedically. With a high-stakes campaign come high risks. In the talk you’ll be able to hear how these were managed and solved, what the impact of Carbon Skid Marks was and finally how it paid it forward to the community it serves.
Ahead of the event, LBB’s Alex Reeves caught up with Katie about why this piece of work, which became the broadcaster’s most complained about content in 2023, is such a relevant moment to discuss right now.
LBB> Why do you think ‘Carbon Skid Marks’ is a great discussion for Brands & Culture?
Katie> Culture is a complex concept. It’s about beliefs, values, behaviours, attitudes, practices.
And Channel 4’s Altogether Different beliefs and values - the belief in celebrating difference and storytelling in ways that no one else would – our ‘4ness’ – is what helps steer us. After all, we exist to create change through entertainment, that’s our purpose. The Change Climate campaign (which seems to have taken on a new life as the ‘Carbon Skid Mark’s campaign, understandably) feels like the perfect marriage of something that represents Channel 4’s brand at its best, and something that feels like an incredibly culturally relevant subject to shine a spotlight on and ask the questions that need to be asked, in a way that I think only we could.
LBB> It was always going to get complaints. What was your approach to considering that aspect?
Katie> I don’t think we were anticipating we would receive as many complaints as we did – but the same truism exists for our marketing and advertising as it does for our content, apathy is the enemy, and if people are complaining about it that means they’ve noticed it.
LBB> What's the fact or insight that you'd most like our readers to know about your 'Carbon Skid Marks' campaign?
Katie> It’s a very simple one really. Not many people know that the root of the carbon footprint concept is an advertising idea, created in response to a brief from an oil company that climate change is down to us as individuals – that our personal impact carries significant weight, and we must all take responsibility to continue to wash our yoghurt pots out. I’m not saying that isn’t important, but what we are trying to remind people about here is that the power to effect change rests with everyone, including big companies and governments.
LBB> What do you think it reflects about where the conversation on the climate crisis is at the moment?
Katie> Gen Z and gen A are growing in confidence, and rightly so, when it comes to asking questions of those in power. We are starting to witness a flattening of the traditional hierarchies that have existed for such a long time, and I think this campaign talks to that.
LBB> And how about humour in advertising?
Katie> This is one of my favourite subjects. Humour is incredibly powerful at landing an important message. A lot of stand-ups talk about the skill in crafting the narrative of their sets, landing a ‘gut punch’ right after getting the audience to literally throw their head back and expose their throats and stomachs. Taking a serious subject too seriously can disengage an audience quickly, so I really strongly believe that making people smile is a proven way to engage them around a message. Plus, the world needs a little more levity.
