Campaign Digital Awards 2005: Best Media and Publications Campaign

WINNER Title: CSI New York Agency: 20:20 London Creative partner: Peter Riley Planning partner: Mark Riley Art directors: Dean Woodhouse, Hugo Biershenk Client: five Senior brand manager: Amy Corbett Work: www.underground-bunker.com/campaigndigital

20:20 London's task was to launch the third incarnation of the forensic crime drama CSI: Crime Scene Investigation. Set in New York, the show is grittier and darker than the earlier series. The idea was to reflect the reality of urban crime with a two-minute internet viral film, where the Carbon Copy serial killer is shown reporting his crimes over the phone to a New York cop. The killer murders people with the same name - and in the radio and press bulletins within the film, the user's name appears. The show drew one million viewers above forecasts for the opening episode.