MEDIA CHOICE: Ian Darby, Campaign's media editor, picks Channel 4's outdoor and press activity for its forthcoming Andy Warhol series

"Advertising for new TV shows tends to be restricted to a 48- or

96-sheet poster or a one-off press ad. Bucking this trend, though,

Michaelides & Bednash, working closely with Channel 4, has developed an

idea that sees London turned into an outdoor art gallery with more than

50 of Andy Warhol's artworks exhibited on posters around the city. To

drive awareness of this Channel 4 is running a press ad in Time Out that

will work like an art gallery guide with a map of London and details of

where each work appears.

"The programme, Andy Warhol: The Complete Picture, will run for three

weeks starting on Sunday 27 January and this activity should build

awareness in advance of this. The print activity should work in

convincing readers that the outdoor activity is an 'exhibition' rather

than a series of random outdoor ads and the posters themselves do the

right thing in letting Warhol's art do the talking."

Client: Channel 4

Medium: Golden Square-format posters and press work in Time Out and the

Evening Standard

Media planning: Matt Andrews at Michaelides & Bednash

Media buying: Lisa Lyte at Outdoor Connection and Ian Cairns at OMD

Brief: Do something original and surprising to promote awareness of the

Andy Warhol series

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