PRWeek UK Awards 2015: Campaign of the Year - Techniques (Gold Award)

How did Taylor Herring get people talking about a new TV crime thriller set in the Arctic? Why, by having a 'life-sized' polar bear walk through London, of course.

Fortitude was a new series for 2015, and only available to Sky Atlantic subscribers, which presented Taylor Herring with a challenge to create a disruptive media event that would raise awareness and attract viewers.

The solution was to bring to life a defining symbol of the series, creating a unique experiential event that generated huge results in terms of earned media and social media discussions. Most importantly, it helped to deliver viewers – 1.7 million for episode one.

Creativity shone through. Brought it to life with simplicity and excellence

Sarah Scales, Brands2Life

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