TDI’s Clive Punter and Janice Fernandes had Whitbread in their
sights for over two years before finally persuading the brewer that
buses were the right route for a festive Boddingtons promotion.
The brewer wanted to reach its young target audience in a striking way
that mirrored its irreverent advertising. Punter and Fernandes
prescribed the new ’youth network superside’ package, plus a heavy dose
The package, they argued, would reach young people in the trendiest
towns across the UK, while megarears created visual impact, as well as
providing a vehicle for brand spokesanimal Graham, the chilled-out
Media agency Motive was convinced - so was the client. But Fernandes
decided to go one step further. TDI supplied a branded bus from which
Graham - assisted by Whitbread’s Kathryn McNamara and Tim Dowling and
members of the ad team - dispensed beer to various media owners
throughout the Capital.