This submission for the 2013 D&AD student awards answered the brief set by MPC & Channel 4. The brief was to create a 15-second ident for Channel 4's new sister channel, 4seven, which airs the most popular programmes from the past seven days that have caused the most discussion online through tweets and shares online. It is this nature of viral content we sought to represent using the metaphor of cell division, telling the story of a singular cell splitting into multiple cells acting as a chain reaction. 
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