4creative’s The Honesty Box Campaign Calls Out the Many Liars of Modern Dating

4creative, Channel 4’s award-winning in-house creative agency, has unveiled a campaign to promote The Honesty Box, the new reality dating series debuting soon on E4.

The campaign plays on the insight that, with the advent of dating apps, modern dating is beset by lies and deceit - with the show revealing that 90% of users admit to lying on dating profiles.

The campaign challenges the dishonesty in modern dating, with a call to arms: Its Time Dating Got Honest. The launch film satirises the world of dating apps, featuring users confessing their fabricated personas through song, culminating in a symbolic 'Honesty box' that silences their lies.

Directed by award-winning director Jeff Low through Biscuit Filmworks, the ad features Greg, a 29-year-old who pretends to like bikes because he’s not allowed to drive, Henry, a 32-year-old who proposes a cosy night in because... he’s got an electronic ankle tag, and other singles whose dating profile lies are exposed in the song’s lyrics. It's time dating got honest. The Honesty Box coming soon to E4 .

Other executions include custom-designed beer mats coined with questions such as, ‘Is it ok to flirt whilst in a relationship?’ and ‘Have You Ever Checked a Partner’s Phone?’, set to appear in pubs to ignite debate between couples.

Dating problems will be discussed by content creators who will delve into the problem of dishonesty in modern dating through high-profile podcasts. In collaboration with Channel 4.0, a one-off episode of TRUST ISSUES, featuring Harry Pinero, will be released on YouTube, while a Snapchat filter puts a playful lie detector in the hands of the viewing public.

Wrapping up the campaign will be radio and on-air teasers, where classic romance language and music is subverted with interruptions from the lie detector, in addition to an OOH campaign ad which sees dating-related cliches dispelled – “I only have eyes for him”, is corrected with “and him, and her and her.”

David Wigglesworth, executive creative director, 4creative, said, “This campaign exposes the dating app deceivers, the liars masquerading as singles and the bullshit marring modern dating. We're showcasing The Honesty Box’s unique twist on dating as a beacon of hope to a world in desperate need of truthful relationships.”

Amber Kirby, marketing director at Channel 4, says, “We really think that it’s time dating got honest, in a way that you have never seen before. The campaign created with 4Creative is uncomfortably brilliant. It exaggerates the worst of dating profiles for sure… but can be unnervingly close to the truth at the same time! We are sure that viewers are going to be captivated by the web of truth and lies on the ‘Honesty Box’. Let’s hope the truth wins out.”