Cream, the dance music brand behind the eponymous Liverpool super-club, will promote its seventeenth birthday celebrations with a campaign by Manchester's Corporation Pop.

The company, which is also known for hosting the annual Creamfields festival in Cheshire and an Ibiza clubnight, celebrates its anniversary in October. It is using its long-running logo at the heart of the campaign’s creative concept.

The work shows the Cream logo matted across several TV screens. It will be used in all Cream’s promotional material, including flyers and posters, and in press advertising running in the October issue of dance music magazine Mixmag.

Dom Raban, managing director of Corporation Pop, said Cream has a long tradition of reinterpreting its logo in different creative treatments.

"We wanted to continue this tradition but move away from a completely computerised response,” Raban said. “By photographing real TV screens and combining them with computer generated graphics we have created a bold, vibrant and distinctive graphic that blurs the line between the real and the virtual."

Corporation Pop achieved the look by shooting a monitor in seven different positions and using a cardboard box dummy to get the correct position and accurate shadow detail.

Extra details, such as fluorescent tubes and cables, were computer-generated and added later.

Corporation Pop was appointed to handle the brief following its previous work to promote Creamfields and Cream Ibiza, said Cream’s CEO, James Barton.

"Creamfields is looking like it will sell out for the first time in eight years so we hope the creative concept for our anniversary will generate just as much excitement and interest,” Barton said.