'While Channel 5's moving pitchside ads have provoked strong
feelings among viewers, its campaign to build audience for last week's
England v Albania game was inspired.
'It bought ownership of The Sun's latest morale-booster for our lads,
'Sven on a Stick', and backed it with a comic viral campaign featuring
Celebrity Big Brother 'contestants' George Bush, John Lennon and Yoko
Ono waving Sven sticks. A great way of building Channel 5's growing
association with football, even if the reality translates to waving a
bit of paper stuck to a ruler. It was just a shame that dodgy Albanian
editing meant we missed one of the goals.'
Client: Channel 5
Medium: Press and internet
Media planner/buyer: Jenny Howard at Walker Media (press). Internet by
Creative: Walsh Trott Chick Smith
Brief: Capture the ways in which England fans have taken Sven to their
hearts in the ads and show that Channel 5 is behind Sven.