ITV2, Kinetic, MindShare and BBH have teamed up in conjunction with Taxi Media and JCDecaux to create a number of one-off executions to promote the launch of Paris Hilton's new reality show, in which she searches for a new 'British best friend'.
In a UK media first, Taxi Media has unveiled four liveries sprayed with pink glitter which can be spotted around London until 18 February. These super-glam vehicles are being used to transport Paris to special events, such as launch parties, during filming.
Brightening up major routes in key cities across the UK are pink spangleys and Haloes on Première 200s through JCDecaux.
Kylie Evans, head of digital channels marketing at ITV said: “Black cabs are classic British iconography and provided an opportunity to get across the Britishness of the show and deliver on the strategy of 'Parisifying London' by making things pink and sparkly.”
Lucy Catchpole, senior account director, Kinetic, said: “We wanted to use premium formats to maximise the campaign’s impact, but use the creative capabilities of the outdoor medium to add a unique, Paris Hilton-style twist.”