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