Our friends at DDB Sydney tasked us with launching Australia’s first 4K channel, for Foxtel. We developed the campaign “What The 4K!” – a phrase designed to be informative, memorable and to drive curiosity for people to find out more about the new levels of clarity, definition and pixelation.  

When we say, “What The 4k?”  we mean, “Wow.” We mean “That’s new”. We mean “Tell me more”.