Three coordinated print adverts
Time Out's London for Children is a guide aimed specifically at kids and features attractions and activities that might be of interest to them while visiting the capital.
A last minute opportunity for Cartoon Network to brand the guide and include three full page ads meant coming up with a concept, attention-grabbing headlines, briefing an illustrator and composing the ads within a much reduced timeframe.
The idea of using Cockney rhyming slang - consistently fascinating to kids - for the taglines was developed to help determine which characters to pair, and interact with, which familiar London landmark.
The ads were designed to be bold and fun to reflect the channel but also liven up what is, from a child's perspective, an otherwise dry and rigid book layout.
Two ads appear within the book, with the third ad taking up the back page, creating a strongly branded book.
