Queenie is the best-selling novel Channel 4 adapted into a drama series.

The show’s protagonist gets relationship advice from her group chat throughout the series. This sparked the idea to create a hotline-esque world where her most opinionated best friend, Kyazike, responds to viewer dilemmas. These ads played out in between each episode, making them feel like an extension of the show.

This was not in response to any brief. Tahiera took her idea out to market, proactively, and giffgaff snapped it up. The ads encourage connection— a prominent theme in the show— so a mobile network like giffgaff was a natural fit.