Channel 4 Captures the Timeless Struggle of Temptation for Return of Tempting Fortune

Channel 4’s award-winning in-house creative agency 4creative has launched its latest campaign, in support of the upcoming new series of reality show Tempting Fortune.

The new campaign, live from March, ties in with the show’s theme of resisting temptation by highlighting how the struggle to resist temptation is 'a tale as old as time'.

Set in the depths of the Malaysian jungle, complete with a lush backdrop of Renaissance-style paintings which depict people struggling to resist temptation, the short film immediately sets the tone by focusing on the original symbol of temptation – a tree, only instead of apples this one has excessively overpriced modern-day treats on its branches. As the view moves to the foot of the tree, we see a group of hikers, some clamouring to reach the indulgences, others trying with all their might to resist them.

This theme continues throughout, and we see scenes where staying strong proves too much for some. From a straggler spending £1500 on a water taxi for a shortcut to another where someone’s spent ridiculous money from the shared prize pot on a hot bath and mud mask.

To do justice to the wrath and scorn of the hikers who have denied themselves any temptations along the way  - inspired by similar scenes from the real-life contestants of Tempting Fortune - the film is animated in a classical style with several inferences to biblical dramas. The campaign designs were created by Ignasi Monreal for five bespoke OOH illustrations, which were then animated for the short film by The Line Studio.

The soundtrack for the animation is a reimagined version of '80s hit Temptation by Heaven 17, performed in biblical fashion by a classical choir accompanied by a church organ. Actor Jonathan Hyde provides an earnest voiceover for the film, tying in with the running theme of austere, dramatic judgement.

The campaign will run across OOH, radio, linear and digital broadcasting, as well as on Channel 4’s social pages:

• On Air Conceptual: 1st March
• Social Conceptual: 5th March
• OOH: 6th March

Tempting Fortune series 2 will air later this year.

David Wigglesworth, executive creative director, 4creative, said, “To pay reverence to the new series of Tempting Fortune we went full biblical - capturing the angst, emotion and desperation our contestants face in the quest to resist temptation. A huge thank you to Ignasi Monreal and The Line for the god-tier illustration work.”

Kwok Fung Lam, director, The Line Studio, said, “When this project came in and Tim (executive creative director at THE LINE) asked if I wanted to flex my directing chops I was like: "Yeah, go on then, let's do it!" The team had great fun bringing Ignasi's beautiful paintings to life. With the nature of the cut-out style, we wanted to strike the sweet spot of quality animation and playful humour, ensuring we did them justice. And we couldn't be prouder of the final result”.

As head of animation at THE LINE, Kwok works closely with the production department scoping new projects, preparing teams, implementing improvements to workflow and providing insight into animation project management. 

Tempting Fortune series 2 will air later this year.