Campaign UK - - PROMOTION -

Out of home has im­pact. As an­other land­mark year in Cannes proved, a well put-to­gether OOH cam­paign reaches peo­ple in un­for­get­table ways that other me­dia strug­gle to match. It is a cre­ative can­vas that can de­liver long-lived brand fame. It’s flex­i­ble The best OOH cre­ative is adapt­able and in­ge­nious, tap­ping into pop­u­lar cul­ture and be­com­ing cul­ture it­self. It pro­vokes thought. Ogilvy France nailed this in 2013 with its Grand Prix-win­ning ‘Peo­ple for Smarter Cities’, trans­form­ing bill­boards into street fur­ni­ture for IBM. It’s in­spi­ra­tional OOH was the most pop­u­lar cat­e­gory at the 2016 Lions, at­tract­ing 5,367 en­tries – a clear demon­stra­tion of the draw it still holds for cre­atives. Noth­ing else shows the big idea with quite the same punch. This was ex­em­pli­fied by Colenso BBDO Auck­land’s ‘Brewtroleum’ for DB Ex­port, win­ner of the Out­door Lion Grand Prix that year. It’s fear­less OOH is fear­less by na­ture and some­times by name. The 2017 Grand Prix win­ner ‘Fear­less Girl’ from Mccann New York of­fered a truly out­stand­ing ex­e­cu­tion cross­ing bound­aries and bring­ing sur­prise, awe and ex­cite­ment. Glen Wil­son, man­ag­ing di­rec­tor, Poster­cope UK

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