Linda Smith, the managing director of Capital Radio Advertising,

nominates MediaVest's London-centric campaign for Shallow Hal - a

romantic comedy from Twentieth Century Fox that launches on 1 February.

The film, starring a fat Gwyneth Paltrow and Jack Black, centres on

inner beauty being more important than physical beauty. The creative

consists of 50 special-build six-sheet posters in premium high-traffic

areas featuring a large mirror. The posters have the headline "It's

what's on the inside that counts" and are designed so that passers-by

can check their appearance on their way to work.

"In a market flooded with high-profile films, this is a perfect

combination of media and creative, attracting the consumer's interest

and involving them in a fun and interesting way. The concept is a great

platform for generating talkability and reaching the consumer in a

focused, innovative and useful way for the bona fide Shallow Hals."

Client Twentieth Century Fox Medium London Underground six-sheet posters

Media planning Sharon Swery and Jenny Bullis at MediaVest Media buying

Caroline Wallin at Poster Publicity Creative Curio Brief Twentieth

Century Fox wanted to find a way of getting the message across visually

while providing a humorous way for consumers to interact with the


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).