Creative Concepts
Channel 4 unveils ‘The Fountain of Filth’ on London’s South Bank
Executed by 4creative, the 10-metre-wide installation features 3D-scanned statues of real activists to promote the new factual drama, ‘Dirty Business’.
In a visceral confrontation with one of Britain’s most heated environmental debates, Channel 4 has transformed London’s Observation Point into a site of public provocation. “The Fountain of Filth,” a massive 10-metre-wide installation, serves as the centerpiece for the launch of the broadcaster’s new factual drama, Dirty Business. Unlike traditional fountains that celebrate civic beauty, this installation features bronze-like statues of men, women, and children appearing to vomit murky brown water—a stark, sickening representation of the reported health impacts caused by untreated sewage in UK waterways.
The creative team at 4creative utilized 3D scanning technology to base the statues on real individuals who have been vocal about the sewage scandal. Among those immortalized in the “vomiting” poses are ex-national surfing champion Sophie Hellyer and outdoor swimming journalist Ella Foote. This high-impact physical activation bridges the gap between artistic installation and hard-hitting journalism, grounding the drama’s narrative in the lived experiences of those affected by water pollution.
To drive deeper engagement, the fountain includes a plaque with a QR code that directs visitors to “The Sick Truth Behind Britain’s Sewage Scandal.” This digital extension features specially commissioned interviews and firsthand stories, turning a momentary visual shock into an educational experience. The on-ground activation is further amplified by a national mobile OOH campaign, featuring ad vans targeting water company headquarters with the pointed message: “Get Ready for Their Close Up.”
By placing this “Fountain of Filth” in one of London’s most trafficked public spaces, Channel 4 has moved beyond standard billboard advertising to create a “can’t-look-away” moment. The campaign effectively uses the physical environment to mirror the “dirty” reality of the drama’s subject matter, ensuring that Dirty Business isn’t just a show people watch, but a conversation the public cannot ignore.