The brief: Persuade drama lovers and fans of the first series to watch the second series of ‘Life on Mars’, the police drama set in 1973. The solution: We created an irreverent piece of TV memorabilia, ostensibly written by the main character, DCI Gene Hunt. Nearly 500,000 copies of ‘The Rules of Modern Policing’ were distributed nationally through 312 multiplex cinemas and 750 style bars, with pick up rates reaching 98 per cent. Selling like hot cakes on eBay, it was then expanded into a best-selling book for TV production company Kudos.
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