"It delivered on several counts. Highly topical and within a tight window of opportunity - only two days to go before the tobacco ban. Another major factor was the creative treatment. A 100 per cent copy of the original Transport for London message with the ad located on the page behind the original. A tactical opportunity that really worked - creative and media in tandem. Bring on the libel case."
Medium: Press ads in Metro
Media planning and buying: Rachel McGrath at Walker
Media Creative: Cdp-travissully
Brief: Capture and express the humour of the brand through topical