CAMPAIGN MEDIA AWARDS: The Hallmark Channel Award - Best Media and Entertainment Campaign - Channel 4

The brief was to enthuse a young audience about Channel 4's Andy Warhol series. Channel 4 took over every 20"x 20" site in Golden Square and hung the exhibition work on them. Ten sites at mainline stations were also used to target commuters and an exhibition programme was distributed in Time Out and The Evening Standard.

According to estimates, more than 4.5 million people visited the street exhibition over three weeks - more than 20 times the number which visited the Tate Warhol exhibition. These results exceeded Channel 4's initial expectations of the campaign.

WINNER

TITLE: Channel 4 Andy Warhol

MEDIA AGENCY: Michaelides & Bednash

ACCOUNT DIRECTOR/MEDIA PLANNERS: Matt Andrews, Jason Gonsalves

CREATIVE AGENCIES: Michaelides & Bednash, Foundation 33

CLIENT: Channel 4

PRODUCT: Andy Warhol series

MARKETING DIRECTORS: Polly Cochrane, Bill Griffin

MEDIA/BRAND MANAGERS: Nick Stringer, Sophie Rouse

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