THE IDEA HERE IS TO DRAMATISE THE CONCEPT OF LAYERS, AND THEN GO ON TO STATE THAT WITH THE NEW SOLO THERE ARE NO LAYERS. WE DRAMATISE LAYERS IN THE FORM OF THE CAMPAIGN VISUALS AND INNOVATIVE RENDITIONS OF THEM. 

THE ARTICHOKE  - IN WINDOW DISPLAYS AND ON BILLBOARDS - TO BE PRESENTED NOT MERELY IN PRINT, BUT AS AN INSTALLATION. TO MAKE IT FAR MORE ATTENTION-GRABBING