Dirty Business

Client: Channel 4

Collaboration is easy to say.

It’s much harder to do. Because true collaboration isn’t all workshops, high fives and cute sayings like ‘teamwork makes the dream work’. It’s long days. Mad deadlines. Last-minute legal loopholes. Trying not to get sued. Ditching egos. Feeling so far out of your depth you don’t know what day it is. Gritted teeth. Trust. Respect. Thinking about the work’s influence beyond adland. Did we mention not getting sued? Real collaboration is Dirty Business. Driven by collective outrage and a desire to fuel change, here’s how OMD and 4Creative sacked off silos, going the extra mile (and then some) to create one of the most important, and effective, campaigns this decade.