4mations is a collaboration between Channel 4, Aardman Animations and Lupus Films, which aims to collect the best animation from around the world on the video-sharing site.

The site, which is due to launch in September, will encourage animators to upload their work and will offer cash prizes for popular content, competitions, opportunities to pitch for commissions and appear on TV. Rubber Republic has created a viral and social media marketing campaign to promote the site’s launch. The animated virals will roll out from mid-September.

Camilla Deakin, 4mations.tv’s executive producer, said the campaign aimed to promote the content-led site.