The Eye Signs campaign launched with giant 60 metre land art, installations in four corners of the country, using sand, chalk, stone and a crop circle. The campaign then infiltrated city centres using legal ‘anti graffiti’ Eye Signs (etched into dirty walls using jet sprays), and huge banners which hung over city landmarks. The last Eye Sign appeared on the front of Channel 4 building to signify the start of the new series. Finally, we rewarded fans with souvenir postcards which captured the amazing art installations that had taken place.

We generated PR which equated to over £100,000 a quarter of our media budget. More people watched the launch episode of Big Brother 4 than ever before - 7.1 million viewers. This gave Channel 4 a 29% share, again higher than all previous shows. A 16% increase on 2002 and up 50% on 2001. Channel 4 brand tracking showed increases in perceptions for 'risk taking' and 'innovative'.