MEDIA CHOICE: Christine Walker, a partner at Walker Media, picks the Diamond Trading Company's Christmas outdoor activity

"It would be easy to assume the Diamond Trading Company don't have much work to do when it comes to marketing - after all, doesn't every woman love diamonds? Yet the real joy from jewellery comes when it is gift-wrapped in an enticing small package and so, of course, there is a challenge to be addressed - reminding men that there is one clear winner in the Christmas present stakes.

"Which is where the 'spangly' poster, currently to be seen outside Waterloo station, comes in. You can't miss it. They have created a three-dimensional effect, using sequins to mimic the multiple facets of a diamond. The result dramatically reflects the light and creates a sparkle that sums up the appeal of a diamond. All in all a compelling message - and a great contrast to a drab, rainy London - and one which I will ensure my other half gets to see before he sets out to do his Christmas shopping."

Client: Diamond Trading Company (De Beers)

Medium: 48-sheet poster

Media planning: Emma Burwood and Stacey McRae at MindShare

Media buying: Eleanor Iordanou at MindShare

Creative: J. Walter Thompson

Brief: Target men with the idea of diamond jewellery in the

pre-Christmas build-up

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