Our brief was to launch CSI: New York - the gritty, devious bastard child of CSI: Las Vegas and Miami - with a realistic peek into the Big Apple's rotten core. We started with a brave strategy - 'The fear of you're next'. We're all scared of the unknown, whether it's the bogey man under the bed or the creep who lurks outside in the shadows. Realism, accuracy and unprecedented personalisation were key to carrying this off in a totally believable way. The campaign features the “Carbon Copy serial killer”. The killer has a sick twist: he only murders people with the same name. YOUR NAME! Your name appears in radio and news bulletins in the film. And the killer speaks your name! Two days later a direct mail pack is despatched to your home with forensic evidence, more news reports and an invitation to tune in to the show. And, one week before the show transmission you receive a reminder email featuring another news report… the killer is sending you an email… you can see your name being typed… and 2 seconds after he clicks send, the email appears in your inbox. Sweet mother of Christ, you're next...