Channel 4 Sales has unveiled its first campaign partnership with Carlsberg in a social series for craft beer brand Brooklyn Brewery. The series is available on Channel 4’s YouTube, Facebook and Instagram pages, as well as on Channel 4 Streaming.
Featuring British musician Kojey Radical, the new series aims to bring a “Brooklyn state of mind” to viewers. According to C4, the series “sees UK culture embrace and give its own spin on an activity that embodies Brooklyn’s status as a vibrant global epicentre of food, music and community: the block party.”
Over the course of three YouTube episodes, Kojey Radical sets off to the US to meet Brooklyn Brewery’s Garrett Oliver and find out what makes Brooklyn culture so special. Each episode focuses on a different element of the block party. Radical then returns to the UK to put his new knowledge to practice, hosting his own block party.
In addition to full YouTube episodes, 60-second clips will be created from the YouTube edit for Instagram Reels, Facebook Films and YouTube Shorts, with a 30-second commercial on Channel 4 Streaming. Brooklyn Brewery’s products, including the new Stonewall Inn IPA, are integrated across the series’ content and branding.
Joe Churchill, digital commissioning editor at Channel 4, said: “This series brings together the best elements of celebrity travelogue and authored documentary, all wrapped up in a simple mission: to throw a great party. I can’t imagine a better partner than Brooklyn Brewery to help us bring to life this exploration of Brooklyn culture.”
The campaign was identified and negotiated by iProspect and The Story Lab respectively. The series was produced and filmed in partnership with 4Studio Productions and Director Teddy Powell. Rupinder Downie, content solutions leader at Channel 4, said: “Channel 4’s Fast Forward Strategy is all about connecting brands with their most relevant audiences through engaging content. Showing our viewers the fun and games of a block party captures that ideal perfectly.”
