Pick of the week: Channel 4's 'Human Test' cleverly uncovers the synths among us

Channel 4 previously made waves with innovative work to promote the drama Humans, and this latest campaign has the same creative flair.

It is the first UK broadcaster to use voice assistant devices Amazon Alexa and Google Assistant to promote a TV show, and it created a personality test to determine whether a user is human or synth. The idea is fun, timely and cleverly plays on people’s paranoia about robots.

It was created by Eoin McLaughlin, Sam Walker and Josef Byrne.  

Brand: Channel 4
Title: Human Test
Agency: 4Creative
Creatives: Eoin McLaughlin, Sam Walker, Josef Byrne

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free