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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