Xerox was launching the new DocuColor 2240.We had already been briefed on the usual press, direct mail and poster work and had created work with a 'modern art' theme.

However, now Xerox wanted us to create an ambient event – something that would attract media attention beyond the trade press.The proposition for all this was 'Affordable Colour Copies'.

We combined 'Affordable Colour Copies' and the 'modern art' theme to create an ambient media extravaganza!We persuaded a leading Young British Artist named Gavin Turk to create a piece of art. We arranged for Gavin to appear at Tate Britain - London's most prestigious gallery. For 45 minutes he used the Xerox DocuColor 2240 to make colour copies of his work. Then he signed and sold them for the price of the colour copy – just 10p (to publicise the event, we created a press ad and poster. We mailed postcards to journalists, and handed them out in art student/trendy bars.)

Hundreds of people queued for hours to get a signed piece of work by Gavin Turk for just 10p.Press photographers from the UK's top newspapers, the Financial Times, The Daily Telegraph, The Times and The Independent were there to capture the event. The event was previewed by London's Evening Standard and The Metro. The trade press also covered the story with articles appearing in such titles as Printing World and Image Reports.It achieved all it set out to – and more. In fact, within an hour, Tate Britain had become a hot lead with a sales appointment already booked!