We married the architecture of the tube station to the design of the creative with mesmerising impact. The stark simple 2-tone images covering large areas of previously uncharted media territory created the desired contrast between the aspirational iPod Shuffle and the grimy monotony of the tube. Many station ‘media-firsts’ were also instigated - ticket hall pillar-wraps, escalator friezes continuing seamlessly into arches and ceiling postings, with corridor wraps extending the presence to platform level.

Excitement and interest engendered by the launch of the iPod Shuffle campaign - including extensive press coverage of the domination - has had a knock-on effect on retail stock: pre-orders outstrip current European availability 3:1, making iPod Shuffle the most sought-after new gadget of 2005.