Derry Girls x Smash Hits

The Derry Girls are back! In March 2022 Channel 4 were set to launch the third and final series of the award-winning comedy show, a 90s cult classic. Channel 4 and OMD created a campaign so authentic you could literally feel the double denim, achieving the biggest comedy overnight on Channel 4 in over a decade. Tapping into nostalgic trends, an integrated campaign across multiple touch points was created which included a Derry Girls branded 90s mixtape on Spotify, a re-commissioning of the iconic ‘Smash Hits’ hits magazine to create a Derry Girls Special edition, nationwide OOH, a TikTok Branded Effect that allowed the audience to use a filter to be on the magazine’s front cover and further amplification across Snapchat, Meta and YouTube.