Context

Channel 4 were launching their new devious reality show - The Inheritance. Thirteen strangers are summoned to a grand stately home. They are there to compete for part of the fortune left in the will of The Deceased, a fabulously glamourous benefactor played by Elizabeth Hurley.

But winning the money won’t be easy. The Deceased had a wicked sense of humour and has designed a mischievous game to ensure only the best players can get their hands on her inheritance. 

Strategy

Be as devilishly mischievous with our media partnerships as the Deceased has been in the show.

Idea

The sheer glamour of the key talent got us thinking about HELLO! magazine as a potential print partner at launch. My contribution… suggesting they rename to BYE! to celebrate the launch of the show. Luckily the publisher shared our enthusiasm for the idea and what followed is the (world) first and only time that the iconic publication has ever changed their masthead. Shoutout to Annie on my team who drove this from start to finish alongside our brilliant partnership colleagues in OMD Create.

Results

Elizabeth Hurley posted it to her 3m+ Instagram following and Joan Collins replied with fire emojis - not sure it gets much more iconic than that.