Campaign UK

Ad icons to promote 100 years of British advertisin­g

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Jenny Green and Paul Ray, art director and deputy creative director at Chapter, have won the competitio­n to design a campaign publicisin­g the IPA’S Festival of British Advertisin­g, which launches in March at the Old Truman Brewery.

The festival showcases the cultural impact of advertisin­g on British society. The winning campaign features famous images from the past 100 years of British advertisin­g, such as Smash Martians, the Pregnant Man, Cadbury’s Gorilla and PG Tips’ Monkey.

Green and Ray said: “Ultimately, the British public own these great characters now, in their minds and memories, so this campaign is a great chance to put some of the most-loved advertisin­g icons back in the limelight where they belong.”

Jeremy Sinclair, chairman of M&C Saatchi and a competitio­n judge, described their idea as “the simplest and most striking”. He added: “I liked the fact that it got the message over but also showed British advertisin­g not taking itself too seriously, which is its strength.”

The campaign will run on both sides of the Outdoor Plus site on the Hyde Park underpass, with three different executions running in rotation.

Paul Bainsfair, director-general of the IPA, said: “The advertisin­g industry has come a long way in the last 100 years. It is our hope that this exhibition will help showcase the industry to the public, inspire the next generation of advertiser­s and help us to celebrate with our peers.”

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