Two ex­perts pick their favourite out of home win­ners in what has been a stand­out year for the medium at the 2017 Cannes Lions In­ter­na­tional Fes­ti­val of Cre­ativ­ity

Campaign UK - - PROMOTION -

“It was just right… OOH at its best: brave and fun and smart and time­less and sim­ple”

& EVE/DDB Richard Brim, ex­ec­u­tive cre­ative di­rec­tor, Adam

So I’m sit­ting in the Palais on the first night of the Lions awards in Cannes in June. And I am there to pick up a cou­ple of the lit­tle roar­ing beauts for a piece of work our agency pro­duced for Skit­tles. As the other win­ners are an­nounced, I have a vary­ing range of re­ac­tions – as one does – while sniff­ing the bums of the com­pe­ti­tion. From “Da fuq?” to “That’s nice” to “No shit! ‘Fear­less Girl’ won 97 Golds … and so it should.”

And then I saw “Pass the Heinz”.

At first, I thought: what’s all the fuss about? The art di­rec­tion is old-fash­ioned and the line feels out­dated. And then, at last, I twigged, and a huge surge of jeal­ousy raged through my body.

For those of you who don’t know the idea, to prove the time­less­ness and love that peo­ple have for its Ketchup, Heinz de­cided to run the se­ries of posters that a cer­tain Mr Don Draper and Co pre­sented to that brand 50 years ear­lier – in sea­son six of Mad Men.

Ugh, it makes me sick – mainly be­cause it was such a gift, handed on a Mad Men-shaped plat­ter with a side or­der of Lucky Strikes and a tum­bler of Scotch at three in the af­ter­noon. Why no one else – in­clud­ing me – had thought to do it is be­yond me, which makes this cam­paign even more an­noy­ing.

Run­ning the ex­act ex­e­cu­tions, noth­ing was changed one lit­tle bit – not even the stock and qual­ity of the pho­tog­ra­phy, which was (to au­di­ence mem­bers in the know) slightly gim­micky. But then there was the won­der­ful co-credit, shared by David Mi­ami and Stir­ling Cooper Draper Pryce.

It was just right. Won­der­fully right, in fact. And as rel­e­vant now as then, be­cause things are bet­ter with ketchup. This is OOH at its best: brave and fun and smart and time­less and sim­ple.

While the smar­tarses in Mi­ami plan what’s next, I’m off to smoke my­self hoarse, down a bot­tle of sin­gle malt and be in­ap­pro­pri­ate.

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