"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
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