The Outfit makes TV work harder for brands. But we don’t make ads. We believe people watch TV to be entertained, not for the commercial breaks. This gives us the freedom to think like a broadcaster. We call it Broadcast Thinking. We believe that when an ad feels more like programming it engages the audience more, and frees the brand to be more entertaining and more effective. To do this we have a team of people who make TV programmes mixed with creatives from broadcasting, advertising and social media, who together produce bold, groundbreaking, award-winning work.
BACKGROUND: Niall Murdoch and Charlie Read founded The Outfit in 2009. Niall and Charlie were co-founders of Channel 4's 4Creative and created a team responsible for the transformation of Channel 4’s advertising output across the Channel 4 network of channels. During their time at 4Creative the agency received a series of awards including a D&AD Black Pencil for the 2005 Channel 4 rebrand, and a series of Creative Circle, Campaign and BTA awards for campaigns including More 4's Bloody Circus and Ghosts, Channel 4's Shameless and Jamie's School Dinners and E4’s Skins, and a Cannes Lion Silver for the Honda Live campaign.
- Entertainment advertising
- Contextual commercials
- Talent-led campaigns
- In-house production
- Transmedia campaigns
- Digital and mobile content
- Scripts and development
- TV production and programming
- Digital marketing
- Social Media
Freeview, Channel 4, L’Oreal, Andrex, Microsoft XBox, O2 , Rimmel, Sony Playstation, 20th Century Fox and VW
The Outfit 2012 campaign for Andrex Washlets featuring documentary maker Dawn O'Porter won a Media Week Gold, and they won Gold and Silver for their campaign for the launch of Ridley Scott's Prometheus featuring a TV-first live Twitter feed. Previous wins include Golds for innovation for Maybelline and for Orange Wednesdays, and O2 Load and Go, which also won a Guardian Best Award for innovation.
2012 overview: The Outfit were responsible for numerous UK TV and transmedia campaigns, creating the Freeview+ contextual ad campaign featuring Made in Chelsea characters and Jamie Oliver which caused a stir in social media, they transformed the worldwide premier of Prometheus into a live and interactive TV Tweet event, and brought rocking man Paul Weller to Abbey Road and the famous crossing for the launch of the new VW Beetle. They created a contextual campaign for Xbox Dance Central 3 featuring Channel 4 talent, and created a transmedia documentary campaign with journalist Dawn O’Porter to get Britain wiping with moist toilet tissue Andrex Washlets, which is soon to be rolled out worldwide. All campaigns racked up impressive reactions and results from both the industry and consumers.