We created a medium, where none existed.Animal Planet TV channel entertains both adults and children together. Our aim was to create a communication moment, which mirrored this important advantage versus competitors, of the audience/brand relationship.No suitably targeted medium existed for this task and conventional media were ill suited for communicating the real uniqueness of the Animal Planet experience.So, we created our own media to underpin an out-of-home Animal Planet experience.The media team created this idea, led the insights that drove the idea, and planned all actualisation and implementation specifics described in this entry.