Campaign Annual 2007: Top 10 Poster Ads

campaignlive.co.uk, Friday, 14 December 2007 12:00AM

1. HEINZ TOMATO KETCHUP, 'SLICED BOTTLE', MCCANN ERICKSON

"Sliced bottle" by McCann Erickson for Heinz Tomato Ketchup was recognised as the year's best individual poster at the Campaign Poster Awards, having also taken silver in the Best Use of Photography, Best Six-Sheet and Best Grocery, Soft Drinks or Household categories. Although there were some who pointed out the ad's resemblance to a Turkish agency's work for another ketchup brand, we're taking the view that great minds think alike (and that no-one would be foolish enough to try on such a blatant rip-off).

Writers: Gary Marjoram, Rob Brown

Art directors: Gary Marjoram, Brian Fraser

2. FINANCIAL TIMES, 'CHE', DDB LONDON

DDB London's work for the Financial Times scooped Best Campaign at the Campaign Poster Awards. Most of the executions were good, but "Che" best summed up the gargantuan nature of the task involved as the paper tried to convince you it isn't a stuffy institution for uninspired pinstripes.

Writer: Will Lowe

Art director: Victor Monclus

3. CAPITAL RADIO, 'MIKA', DELANEY LUND KNOX WARREN & PARTNERS

Capital Radio's campaign, by Delaney Lund Knox Warren & Partners, was too oblique for some. Purists believe outdoor work should say something simple in a loud voice. You have to walk past this a lot before you twig it's not for some rail operator - and that the trains have something to tell us. This execution, entitled "Mika", was undeniably eye-catching, however, thanks to the quality of the (albeit manipulated) photography.

Writers: Richard Holmes, Remco Graham

Art directors: Remco Graham, Richard Holmes

4. MARMITE, 'HAIRY CHEST', DDB LONDON

You either love it or you hate it. True of the product and probably true of this campaign, from DDB London, for the squeezy variety of Marmite.

Writer: Thierry Albert

Art director: Damien Bellon

5. ARTOIS, 'TRADITION', LOWE LONDON

For the visually literate clever clogs within the industry, this campaign stood out a mile, featuring as it does a graphical style that gives a knowing nod in the direction of both Soviet Constructivism and Italian Futurism as modulated for English sensibilities by the work of Hans Schleger in the 30s. To the rest of us, it merely looked sort of retro but still rather refreshing. Which, these executions are probably trying to tell us, might just as well apply to the beer, too. We'd call that congruence - if we were being pretentious, that is. Lowe London's typographer Dave Towers and illustrator David Lawrence surely deserve a tin each of the Belgian stuff.

Writer: Patrick McLelland

Art directors: Ed Morris, Simon Morris, Paul Belford

6. MORE4, 'GHOSTS', 4CREATIVE

Some creatives remain unswerving in their belief that the true creme de la creme in outdoor advertising is always to be found in the 96-sheet format. So this haunting image from Channel 4's in-house advertising outfit, 4Creative, must be the creme de la creme de la creme, having been adjudged the year's best big canvas poster ...

Writer: Andy Booth

Art director: Jim Seath

7. CHANNEL4, 'FAT JAMIE' 4CREATIVE

... unless, that is, you happen to count the one-off executions that run on increasingly fashionable special builds, supersites and building wraps. It's all about being pumped up, bloated, gargantuan. A bit like the celebrity chef Jamie Oliver munching on chips. So he certainly seems to be doing justice to the format in this one - courtesy, once more, of the 4Creative team. What a good year they've had.

Writer: Matt Fee

Art director: Tim Snape

8. BRITISH AIRWAYS, 'ALL SORTS', BARTLE BOGLE HEGARTY

This British Airways poster, which was created by Bartle Bogle Hegarty, was recognised and awarded for its use of typography. In this particular case (the "all sorts" execution), the style is vaguely reminiscent of graphics work produced for The Beatles around their Yellow Submarine era, but the campaign explored other equally innovative and eye-catching ways of generating lettering, for instance, by using black-and-white ribbon.

Writer: Dean Woodhouse

Art director: Hugo Bierschenk

9. XXXX EXTRA COLD, 'SNAKE', BARTLE BOGLE HEGARTY

This particular image from Bartle Bogle Hegarty for XXXX Extra Cold received an honourable mention in several categories at the Campaign Poster Awards - six-sheets, bus advertising, best alcoholic drink. It probably would have done even better if it had been a bit easier to work out that the image on the poster is half-snake and half-scarf.

Writer: Adi Birkinshaw

Art director: Paul Yull

10. BRITISH HEART FOUNDATION, 'OIL', BRIGHT BLUE DAY

Arguably, this year was considered a bad one for charity posters. Not- for-profit organisations (and their respective agencies) have it relatively easy - because, unlike the commercial world, where advertisers tend to play by more consensual rules, in the charity game, there's no perceived penalty for shocking the pants off us. And, let's face it, it isn't that difficult to shock. This example, from Bright Blue Day, the best of the bunch from this year's offerings, gave it a very good go. Which is faint praise indeed.

Writers: Liam Forrest, Tony Hill

Art directors: Peter Lee, Simon Tame.

This article was first published on campaignlive.co.uk

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