As Britain’s leading technology retailer, Currys PC World wanted to own the 4K category.

However, to do this they had to demonstrate a clear understanding of how the technology works and, more importantly, how it feels.

By steering the emphasis away from nano crystals and pixals we were able to focus on the human benefit; how the incredibly lifelike picture creates an immersive viewing experience that makes you feel much more involved.

This manifested in a high-impact static poster campaign that ran the length and breadth of the country.