MEDIA CHOICE: Shallow Hal

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

poster.



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