Louise Sloper, head of art, BMB Lon­don

Campaign UK - - PROMOTION -

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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