Jamie Oliver's school meals programme was an important project for Channel 4. However, to get viewers hooked, the broadcaster wanted to promote this rather serious subject in the lightest manner possible. 4Creative's initial concept of a graffiti-strewn Jamie Oliver billboard was translated into a humorous on-air trail by director Brett Foraker. Working with post-production house Smoke & Mirrors, the team covered Oliver's face with dozens of green tracking marks to help facilitate the illusion of several mischievous students going crazy with multicoloured biros.
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