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Years & Years 'Shine' (interactive ad/video) by Fred Rowson

Years & Years 'Shine' (interactive ad/video) by Fred Rowson

Cat Velez - 20th July 2015

Years & Years and director Fred Rowson have created a bit of history with their interactive three-sided video for Shine, which took over a complete ad break of primetime TV on Channel 4, and has become the TV network's most interacted-with ad ever. 

Devised by Colonel Blimp, Polydor Records and Channel 4 to advertise the launch of Years & Years' debut album Communion, this innovative, interactive TV ad-turned-video took over an entire four-minute break during C4s big-ratings panel show 8 out of 10 Cats at 21.50 on Friday July 10th, and then allowed viewers to direct what they were seeing on their TV screens via a live Twitter vote.

By tweeting #ChooseLight, #ChooseDark or #ChooseShadow every 30 seconds the audience determined which one of three eye-catching videos would appear on screen in the next 30 second section, placing control of the break into the viewer’s hands. Voters Twitter names were also displayed on screen as the advert ran.

The event was a broadcasting first, and a huge success. Close to 14K tweets were received during the 'live' broadcast of the video - and the ad break pulled in more viewers than the show itself. One of the voting hashtags #ChooseShine trended in the UK during this time. Consequently, this has been Channel 4's most interacted with ever – more than the Sam Smith, Ed Sheeran, Prometheus and Honda interactive adverts that they have previously run.

It was a sensational result after a very demanding process in which Fred Rowson had to create three complete performance videos within an 8am-10pm shooting day. But in addition to the three videos Fred was also able to direct the live ad break in the control room at Channel 4.

Watch 'Years & Years 'Shine' (interactive ad/video) by Fred Rowson' here

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Cat Velez - 20th July 2015


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Fred Rowson
Production Company
Colonel Blimp
Executive Producer
Paul Weston
1st AD
Kerry Green


Director of Photography
Ben Todd
2nd AC
Andrew Fletcher


Hannah Hopkins
Stylist (Artist)
Coline Bach


Ryan Beck




Producer Company
Colonel Blimp
The Outfit UK
Art Direction
Oliver Hogan
Supple Nam

Other credits

Agency Team

Anneka Bunnag, Gemma Crawley, Becky Maynard, Hannah Dale, Benedict Smith

Marketing Mangers

Jack Melhuish, Olly Rice

Cat Velez - 20th July 2015

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