Since 2004
Friends
The brief was to promote the last ever series & episode. Our response was that, as an emotional moment in TV history, we shouldn't promote but commemorate it.
We created simple commemorative triggers for an editorial weepfest. For the series opener, we produced 'Mini Friends in a Bag' — merchandise distributed to journalists and opinion formers. For the series close, we ran a single iconic ad in Press and on Posters.
The result? Journalist hysteria. And Channel 4's joint highest ever rating