MEDIA CHOICE: Glen Mutel, a reporter at Campaign, picks BT broadband's activity in Metro that changed the tabloid freesheet into a broadsheet

"You don't need to be a genius to know that the effectiveness of a cover wrap depends largely upon the cover it's wrapping. The decision by BT broadband to use Metro was a prudent one, as the morning freesheet is currently being passed around tube trains like a flu virus.

"This cover wrap itself features the motorbiking pig from the spectacular TV executions. The tabloid wrap folds out to broadsheet size. This renders it all the more striking - by altering Metro's traditional format it forces commuters to look again. It is also a nifty use of the medium - a tabloid transforming into a broadsheet to communicate broadband's larger capacity.

"Not to be outdone by the pig on the bike, the rhino from the TV ad has broken out into the real world as an (almost) life-size model, which can be found at the corner of Lexington Street in Soho."

Client: BT broadband

Medium: Press

Media planning: Catherine Becker at Zenith Media

Media buying: Stuart Mays at Zenith

Media Creative: Fishburn Hedges

Brief: Demonstrate and educate on broadband and communicate its benefits