In the UK branded content is still very much a new thing. Unlike other regions, the UK’s advertisers still use the more traditional channels. So there is a need for branded content, for brands to create a more enduring direct-to-consumer relationship.

Luckily in the UK, branded entertainment is only limited by the creative and ideas. Allowing for a new arena of media channels and ways to connect with an audience who are now used to the usual channels they are blitzed with on a daily basis.

The quandary facing every brand is how can they set themselves apart from the "noise" that now characterizes the modern-day consumer experience. Branded content allows an experience, or a connection with the brand they have never felt before.

Branded entertainment is enabling brands to shift from being mere sponsors to creators. And there is much room for growth in the UK market not just through online films, which are the usual way for brands to create branded content.

We hijacked Britain’s largest departure board, during the busiest time at London’s busiest train station. A time when all everyone wants to do is get home.

At 5.30pm we disrupted people’s journeys home. As commuters stood in the Waterloo concourse looking for their platform the departure board didn’t show the usual destinations, instead it displayed the “destinations” of those who can’t get home. Every shocking stop on their journey. From their arrest to their prison cell, or in some horrific cases, a torture chamber.

We then invited commuters and people online to join our petition and help them get home.

This form of media was chosen specifically to gain maximum attention and stand-out. Something everyone in Waterloo at that time would come in contact with.

41,875 people signed our online petition during the 2 days our communication was live. That number is still growing. This resulted in getting 6 prisoners sent home, who had little chance of ever being released. Changing their lives and their families lives forever.

The entire production cost was £9,000. No PR budget.