McCain.
Agency: That Lot
Together Against Hate wasn’t just a campaign—it was a televised confrontation. In partnership with Channel 4, McCain turned a cosy Gogglebox ad break into a moment of reckoning, overlaying real online abuse—racist, ableist, homophobic—on the faces of the real people featured in their ads. It was raw, uncomfortable, and impossible to ignore. By spotlighting the hate that often goes unseen, we forced a national conversation and made brands re-evaluate their role in tackling digital abuse. It went on to win Marketing Week’s Campaign of the Year—and more importantly, helped shift the tone on what allyship in advertising can look like. #TogetherAgainstHate
A CAMPAIGN THAT REFUSED TO LOOK AWAY.
The ad break trended #1 on Twitter as it aired and generated PR coverage from 15 national news outlets, radio stations and industry publications. Results from Channel 4's Core4 research ranked the campaign as their most impactful ever – the highest scores for 'stand out', 'shock' and 'instigating a positive change'.
SELECTED
PRESS
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Channel 4 to screen adverts with online abuse.
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Nationwide, Maltesers and McCain Take Stand Against Online Abuse in Channel 4 Ad Break Takeover.
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Channel 4 teams up with trio of brands to cast light on the brutality of online abuse.
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Channel 4 addresses the abuse aimed at actors in its diversity ads.
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Nationwide, Maltesers and McCain take a stand over online abuse.
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Brands stand together against hate in shocking Channel 4 Friday night ad break.
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‘Together Against Hate’ takeover wins eight major awards.
THE OUTFIT -
Campaign of the week.
CONTAGOUS -
Taking on the trolls: Meet the brands fighting hate speech online.
MARKETING WEEK -
Awards & Recognition
Grand Prix
Marketing Society Brave Award
Gold
Marketing Week
Campaign of the Year
Gold
Media Week
Media Creativity
Gold
Third Sector
Campaign of the Year
Gold
Campaign Big Awards
Best Idea for a Purpose
Shortlist
Credits
Client: McCain
Agency: That Lot
Concept: C4
Social strategy: Nancy Brown
Social copy: Nancy Brown