Campaign UK

Louise Sloper, head of art, BMB London


Choosing one piece of

OOH from this year’s winners wasn’t easy.

There was a wealth of exciting, boundary-pushing work, and it was all very, very different. I have to mention “Fearless Girl” and

“Game of Thrones” briefly, though.

They broke the rules of how we traditiona­lly view OOH, were exquisitel­y crafted and had overwhelmi­ngly positive impacts within the world around them.

“Orgasm Sound Library”,

“Airink”, “Dog Channel” and “The

Refugee Nation” also displayed original and broad solutions to using OOH as part of a campaign – showing that whether it’s traditiona­l or not, the medium can still be one of the most powerful.

But I’ve chosen a campaign that I can get deep down and sexy with in terms of art direction, and super-nerdy with in terms of a campaign asset system that’s just so frekking straightfo­rward: Twitter’s “Hashtags”. Simplicity at its best. #theperfect­poster.

Pared back to the absolute necessitie­s, allowing room for the storytelli­ng. A design not overwhelme­d by logos or cluttered by never-ending statements. A campaign brave enough to know the brand’s power and believe that less is more. A brand savvy enough to trust in the public’s intelligen­ce to fill in the gaps. The juxtaposit­ion of “traditiona­l”

OOH with a tech brand is an intelligen­t, if unexpected, choice, but one that gives the work impact.

It’s clever. With its bold imagery, a raw style is created that fits any subject. The art direction can move at speed, just as Twitter’s streams do, with a look that feels like a news bulletin – a visual concept that the viewer can relate to, hitting that mystical “authentic” note, showing real debates about real subjects that people care about.

It has a strong aesthetic with a punch that demands attention, subconscio­usly engaging the viewer to consider each story.

It’s a poster design that can be understood at a glance without relying on dwell-time, with the hashtag being championed as the contempora­ry symbolism that it is; a shorthand for a much bigger meaning, reclaimed – back to its original home.

A deserving Grand Prix.

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