Close-Up: Putting the excitement back into print

campaignlive.co.uk, Friday, 04 June 2010 12:00AM

Launched last year, Campaign Photo aims to recognise the impact of images in advertising. Here, we showcase a number of the photos that made this year's shortlist.

  • Guinness-'Perfect-Surge'.jpg

    Guinness-'Perfect-Surge'.jpg

  • Prostap-'Great-Expectations.jpg

    Prostap-'Great-Expectations.jpg

  • Snob-'Bear'.jpg

    Snob-'Bear'.jpg

  • Safer-Scotland-'An-Airgun-I.jpg

    Safer-Scotland-'An-Airgun-I.jpg

  • Andy-Dymock-'Love-Type'.jpg

    Andy-Dymock-'Love-Type'.jpg

  • Land Rover Goggles.jpg

    Land Rover Goggles.jpg

  • Land-Rover-Freelander-'Rugb.jpg

    Land-Rover-Freelander-'Rugb.jpg

  • Crush-'Red-Road'.jpg

    Crush-'Red-Road'.jpg

  • Montana-Meth-Project-'Prost.jpg

    Montana-Meth-Project-'Prost.jpg

  • Action-Medical-Research-'We.jpg

    Action-Medical-Research-'We.jpg

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As the sun streamed through the tall windows of Jasmine Studios in West London, the Norwegian photographer Elisabeth Hoff confessed in a whisper: "It's the sexy ones I like."

Hoff was one of 22 experts who came to spend a day sifting through shortlisted entries for the Campaign Photo awards in the hope of finding photographic gems.

Her comment encapsulated both the challenge and joy in judging advertising photography, with no ad copy alongside it to marshall thoughts. Every judgment would be a very personal response.

For Mark Denton, the managing director of Coy! Communications and the chairman of the judges, a fantastic image was likely to "make my trousers twitch". Mark Reddy, the head of art at Bartle Bogle Hegarty, was "looking for work that excites me in a visceral way".

Did they find it? You be the judge. Above is a taste of the shortlisted photos, but all finalists' work will be on show at the awards evening at Jasmine Studios on 7 July, when the winners will be announced.

Thanks to our judges, from agency art directors and magazine designers to photographers and agents, retouchers, educators and gallery curators.

This is the second year of Campaign Photo, which aims to recognise the power of images in ads and is open to any photos created in response to an ad brief.

"I love the fact the awards exist," Denton says. "It means that there's something which might redirect people to the power of the printed image and get people excited about print advertising - not just what happens on 'tinternet or TV."

Awards evening: Wednesday 7 July, Jasmine Studios, London, W6. Exhibition. Complimentary bar. Nibbles. Music. Entry by ticket only.

Tickets from: www.campaignphotoawards.com

Information from: adele.durham@haymarket.com

CREDITS
1. TITLE: GOGGLES
Brand: Land Rover
Photographer: Andy Green
Briefing agency: Rainey Kelly Campbell Roalfe/Y&R
Brief: Show the four-wheel-drive winter use

2. TITLE: AN AIRGUN ISN'T A TOY
Brand: Safer Scotland
Photographer: Alex Telfer
Briefing agency: Newhaven Communications
Brief: Studio portraits highlighting the importance of airgun safety

3. TITLE: PERFECT SURGE
Brand: Guinness
Photographer: Jeremy Hudson
Briefing agency: Jones Knowles Ritchie
Brief: Shooting the surge from Guinness on tap into a glass to create a
natural abstract formation of Guinness

4. TITLE: LOVE TYPE
Brand: Andy Dymock
Photographer: Sean de Sparengo
Briefing agency: Coy! Communications
Brief: Create a sponsorship ad for Andy Dymock that would appear in the
2009 Creative Circle annual and promote his skills to the advertising
community. The resulting image was intended to be a heightened
dramatisation of his passion for typography

5. TITLE: RUGBY PLAYER
Brand: Land Rover Freelander
Photographer: Alex Telfer
Briefing agency: Rainey Kelly Campbell Roalfe/Y&R
Brief: Produce an image that promotes VIP days at England's Six Nations
rugby matches. The aim of the project was to show a portrait of a
beaten-up, hard-edged rugby player. The gritty nature of the image was
counteracted with his headband, which is a bowtie

6. TITLE: GREAT EXPECTATIONS
Brand: Prostap
Photographer: Alex Telfer
Briefing agency: Pan Advertising Northumberland
Brief: Prostrap, a prostate cancer treatment drug, can extend a man's
life expectancy. The shot highlights a man with a new lease of life with
great expectations

7. TITLE: BEAR
Brand: Snob
Photographer: Stuart Hall
Briefing agency: Lean Mean Fighting Machine
Brief: n/s

8. TITLE: RED ROAD
Brand: Crush
Photographer: George Logan
Briefing company: Corbis
Brief: A series of other-worldly images with biblical undertones, set
against the backdrop of the Red Road flats in Glasgow

9. TITLE: MONTANA METH
Brand: Montana Meth Project "Prostitute"
Photographer: David Harriman
Briefing agency: Venables Bell & Partners, San Francisco
Brief: Show a girl's decline into prostitution through crystal meth
addiction

10. TITLE: WE SUFFER. SO CHILDREN DON'T HAVE TO
Brand: Action Medical Research
Photographer: Jonathan Cole
Briefing agency: EHS 4D
Brief: Capture the grittiness, loneliness and suffering of the cyclist -
to whet the appetite of those riders who are up to the demands of these
immense cycle challenges from the children's charity Action Medical
Research

This article was first published on campaignlive.co.uk

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