Channel 4: Giant Idents

Channel 4 has used its latest set of idents to send a powerful message about diversity and inclusiveness in modern Britain.

Unveiled last night, the redesign sees the iconic '4' blocks brought to life as a friendly giant, thanks to some VFX wizardry from MPC London, which is meant to personify the broadcaster’s unique values and public service remit to take creative risks, inspire change and represent a diverse range of voices across the UK.

In a series of spots created in-house by 4Creative and directed by long-term collaborator Dougal Wilson, via Blink, we see the colossus carrying a group of immigrants from the sea to the safety of the white cliffs of Dover, enjoying a kick-about with kids on the street and challenging wheelchair-bound Paralympians to a race (needless to say, they leave him in the dust).