Sue Johnston is the star of a ‘conceptual trail’ in 4creative’s marketing campaign for Ben Wheatley’s new zombie drama, Generation Z.
The campaign, called ‘Generation Z. You’re on the Menu’, consists of the trail, OOH poster campaign, influencer stunt featuring Fred Sirieix, special build in London’s Westfield shopping centre, a Snapchat filter, digital audio, and social activity, including Channel 4.0 companion content starring influencer Chloe Burrows.
The work all plays with the show’s theme where infected elderly Boomer zombies get a taste for Gen Z meat, sparking an inter-generational culture clash.
The conceptual trail, already live, features Johnston preparing Lewis Gribben for dinner. Along with Gribben, other cast members Buket Komur, Viola Prettejohn and Jay Lycurgo appear in the OOH. Their pimple-patched faces and ear-podded heads appear served up on chintzy plates atop crocheted doilies.
There were more stomach-turning antics served up in a social stunt featuring Fred Sirieix and a host of influencers. In three short social posts, Fred promotes ‘Flesh Kitchen’, a recipe box delivery company dedicated to cooking with Gen Z. Literally.
A bespoke Snapchat lens also plays on the theme, plating up users’ heads and serving their brains to the elderly undead.
On October 30th and 31st London’s Westfield shopping centre will host a unique interactive billboard. Mimicking the poster campaign, but with a terrifying twist, passersby will have their heads served up for boomer zombies to feast upon.
To flesh out the concept further, Channel 4’s digital youth brand, 4.0, will release a Youtube episode on Monday 28th October seeing influencer Chloe Burrows pull a stunt pranking her mum into ‘presenting’ a fake documentary about a worrying new trend of flesh-eating ‘ethical zombies.’
Andy Vasey and Dan Warner, Creative Directors, 4creative, said: “You don’t get too many briefs for zombie dramas about the generational divide in contemporary Britain. Flesh-eating-baby-boomers with a taste for teenagers inspired a simple message for a younger audience. In this outlandishly gory show, if you’re Gen Z, you’re on the menu.”
Nic Moran, head of marketing, Channel 4: “We are serving up Gen Z in a playful and memorable way as we introduce a new breed of zombie to our audience. The interactive elements of the campaign enable viewers to put themselves on the menu, and the social influencer activity and Gen Z flesh recipe boxes make this a timely Halloween treat!”
Generation Z will be available to watch on Channel 4 from 27th October. Channel 4+ viewers can stream the series now via channel4.com.
