MEDIA CHOICE: Olly Raeburn, a managing partner at Liquid Communications, picks Universal Pictures' DLR activity to support the video and DVD release of A Beautiful Mind

"A Beautiful Mind featured heavily in last year's Oscars, so a pre-Christmas release for the DVD and video of the Russell Crowe vehicle is well timed.

As you may remember, John Nash, the manic mathematician at the centre of the story, had a propensity for knocking out the odd equation whenever the urge took him. This clever execution, on the glass panels in DLR trains, plays on a key scene in the film when Nash writes out an equation on a windowpane. At first the ad looks like graffiti, but closer inspection reveals a suitably intelligent piece of work. Not only is the medium a perfect fit with the movie, it cuts through to its audience with inventive and superbly tailored creative."

Client: Universal Pictures/Dreamworks

Media planning: Jayesh Rajdev and Ben Gordon at MediaCom EMG

Media buying: Vicky Slater at Posterscope

Creative: Point Blank

Brief: Raise awareness of the launch of the video and DVD by

highlighting the genius of the film's main character, John Nash

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