MEDIA CHOICE: Derek Morris, a managing partner at Unity, chooses Unicef's leaves urging the public to donate money to Afghanistan

"Walking along Dean Street on a cold and wet morning, I found this

leaf stuck to the pavement. In an instant it made me realise that no

matter how cold it was going to get in Soho in the coming months, it was

going to be a lot worse for the kids in Afghanistan. To call this

ambient media is to do it a great disservice.

It is a simple, yet complete, demonstration of the proposition. It is a

great piece of advertising/media. I wish it had been my idea."

Client: Unicef

Medium: 5,000 autumn leaves distributed around London

Media planning and buying: TBWA/GGT Direct

Creative: TBWA/GGT Direct

Brief: Urge the public to donate money ahead of winter in Afghanistan

using cost-effective and eco-friendly ambient media