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Katie: My Beautiful Friends

Award: Wood Pencil

Wood Pencil / TV & Cinema Communications / TV Promotions & Programme Junctions / 2012

The challenge for Channel 4 was to promote a new series featuring Katie Piper as she helped people come to terms with their scars and turn their lives around. The solution was to show the scars without any compromise, while listening to the individuals’ positive stories, thoughts and feelings. The iconic metaphor of a reversing tear travelling across their cheeks dramatically symbolised the extraordinary process of recovery. Key to the narrative is the tear actually returning into the eye, illustrating the extent to which these characters have been helped by Katie.

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