Sky/WI knitted billboard - www.bradinsight.com

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WI woolly billboard unveiled
03 June 2008 17:25

A billboard made entirely out of wool has been unveiled by SKY TV as part of its campaign to find a new presenter for a show on Sky Learning.

It was knitted by members of the Women's Institute (WI) and measures six metres by three metres, according to the Guardian.

Ad agency Cake is behind the campaign, which is looking for one of the WI's 205,000 members to be a presenter for a series of "how to" guides to modern life.

Speaking to the news provider, Lucy Milton, Sky's head of arts and sponsorship, said: "By combining Sky Learning with the WI's heritage in keeping life-long skills alive in households all over the country, we hope that both the search for the W-Icon and the 'how to' guides will be genuinely useful and inspirational."

The slogan on the billboard reads "Are you the Ultimate W-Icon" which is the term being used for whomever wins the competition.

It is made from 80 kilometres of wool and took more than 250 hours to create.

After unveiling the billboard today in Islington, it will travel on the back of a truck to Liverpool in time for the WI's annual general meeting.

Recently, TV presenter Konnie Huq ran a series of programmes on Sky Learning aimed at helping students cope with exam stress.