5 has had a tremendous year so far but faces the challenge of continuing to attract new viewers and increase its audience share. It has embarked on an ambitious campaign highlighting its rebranding as Five and its investment in new programming. The Michael Jackson documentary looks like being one of the highlights of the new schedule, which coincides with the relaunch, and Channel 5 is using a massive outdoor campaign to promote this. All too often, giant posters and special builds are little more than PR vehicles used with minimal creative or strategic thought. Here the agencies acting for Five have risen to the challenge and used the concept in a suitably amusing and literal sense. This goes to show the power behind one-offs when used appropriately."
Medium: Mega Profile giant poster
Media planner: Nikki Hare at Walker
Media Outdoor specialist: Oliver Ford at Concord
Brief: Reflect the nature of Channel 5's documentary on cosmetic surgery