Hollyoaks: How to dispel the myth that young people don't watch TV any more

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

Campaign details

Brand: Hollyoaks Advertiser: Channel 4 Entrants: OMD UK and Channel 4 Principal author: James Hamilton, Channel 4 Contributing author: Charlotte Moger, OMD UK

Introduction

After 25 years on British television, Hollyoaks was in serious decli.

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