THE BOOK OF LISTS: The 10 best UK posters of 2002

campaignlive.co.uk, Friday, 20 December 2002 08:30AM

The 10 best UK posters of 2002

1. LAND ROVER

"Hippos" picked up the gold award for best individual poster at the 2002 Campaign Poster Awards in October. What would be the best way to sum up its impact? How about ... a really outstanding advertisement, powerful in its conception, brilliant in execution, single-minded in approach. 'Nuff said.

Agency: Rainey Kelly Campbell Roalfe/Y&R

Art director: Jerry Hollens

Copywriter: Mike Boles

2. GUINNESS

"Eskimo" was another multi-award winner at the Campaign Poster Awards. As the judges agreed, here is a powerful advertisement - one of a fine series for Guinness Extra Cold - that expresses itself visually with great wit.

Agency: Abbott Mead Vickers BBDO

Art director and copywriter: Jeremy Carr

3. THE ECONOMIST

The latest and one of the best from a campaign spanning 15 years, "missing piece" deserves an award in itself for anyone who can spot the contribution made by the copywriter. Seriously, though, replacing The Economist's logo with a missing jigsaw piece -- an approach that could only work because of the wealth of work that went before it -- adds up to brilliant, confident branding.

Agency: Abbott Mead Vickers BBDO

Art director: Martin Casson

Copywriter: Matthew Abbott

4. ADIDAS

The World Cup. An iconic young England captain with magic in his boots. A nation's massive expectation. All these ingredients make for a terrific poster execution and this one scores with all the power and accuracy of one of David Beckham's trademark free kicks. The juxtaposition of the determined-looking skipper and the words "Cometh the hour" perfectly encapsulate the emotion. Spread across the giant poster site at Birmingham's Fort Dunlop, the effect was awesome.

Agency: TBWA/London

Art director: Bil Bungay

Copywriter: Trevor Beattie

5. BARNARDO'S

An old head on young shoulders rams home a brutal and moving message on this poster. It's impossible not to be angered at the sickening way too many children have been robbed of their childhood or to be moved to do something about it. Another outstanding example of Barnardo's ongoing strategy of advertising that has never been afraid of pushing at the boundaries to deliver an unpalatable message.

Agency: Bartle Bogle Hegarty

Art director: Adrian Rossi

Copywriter: Alex Grieve

6. STARBUCKS

Death, taxes and British summers that always fail to deliver on their promises - there are no greater certainties in life than these. So Starbucks and Fallon have taken this truism and illustrated it in a clever series of ads that associate the frappuccino with everyday scenes of Britons trying to recreate their own little bit of summer whenever and wherever they can. Anybody who has ever slapped on the suncream only to see the rain clouds beginning to gather will be able to relate to these well-observed slices of life.

Agency: Fallon

Art director: Richard Flintham

Copywriter: Andy McLeod

7. BIRDS EYE

A praiseworthy effort, making the best out of the most unpromising of briefs. After all, there's only so much you can do to make a chunk of carbohydrate appetising. The result is some tabloid-type hyping. Inspired by the very best of red-top journalese, complete with the shock-value smutty headlines and starred-out naughty bits. It's a campaign which can't help but make you laugh.

Agency: HHCL & Partners

Art director: Jo Webb

Copywriter: Jayne Narar

8. VOLKSWAGEN POLO

Volkswagen's advertising has developed a worthy reputation for showing off the essential features of its models in an innovative, simple and funny way. This poster continues that tradition by featuring a Polo having a kerbside altercation with a lamp post - and the car winning it comprehensively. With so little to choose between the various competing marques these days, the differentiation can only be created by the advertising. VW seems intent on maintaining its reputation in the sector.

Agency: BMP DDB

Art director: Feargal Balance

Copywriter: Dylan Harrison

9. MARIE CURIE CANCER CARE

While charity briefs provide a greater degree of creative licence and freedom than other clients, a degree of caution has to be taken to ensure that what may be a difficult message is communicated with sensitivity. Marie Curie's task was to persuade people not to buy flowers for the funerals of cancer victims but to donate money to the charity instead. Here, the victims themselves appear to be speaking from beyond the grave to provide the necessary reassurance.

Agency: Maher Bird Associates

Art director: Martin Pierson

Copywriter: Simon Davenport

10. MADAME TUSSAUD'S

Bringing up the rear -- if you'll pardon the pun -- is Kylie Minogue's shapely bottom. The reinvented Australian import's much-discussed behind takes pride of place in a campaign promoting the waxworks' whispering and breathing model of her. Agency and client announced they were parting company as this poster appeared. Creative differences were cited as one of the reasons. Some mistake, surely.

Agency: BMP DDB

Art director: Cameron Short

Copywriter: Ben Short

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

This article was first published on campaignlive.co.uk

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