Linda Smith, the managing director of Capital Radio Advertising,
nominates MediaVest's London-centric campaign for Shallow Hal - a
romantic comedy from Twentieth Century Fox that launches on 1 February.
The film, starring a fat Gwyneth Paltrow and Jack Black, centres on
inner beauty being more important than physical beauty. The creative
consists of 50 special-build six-sheet posters in premium high-traffic
areas featuring a large mirror. The posters have the headline "It's
what's on the inside that counts" and are designed so that passers-by
can check their appearance on their way to work.
"In a market flooded with high-profile films, this is a perfect
combination of media and creative, attracting the consumer's interest
and involving them in a fun and interesting way. The concept is a great
platform for generating talkability and reaching the consumer in a
focused, innovative and useful way for the bona fide Shallow Hals."
Client Twentieth Century Fox Medium London Underground six-sheet posters
Media planning Sharon Swery and Jenny Bullis at MediaVest Media buying
Caroline Wallin at Poster Publicity Creative Curio Brief Twentieth
Century Fox wanted to find a way of getting the message across visually
while providing a humorous way for consumers to interact with the