THE BOOK OF LISTS: The 10 Best ambient executions

1. Channel 4 Big Brother

Was it viewer fatigue or was it the dreary antics of Cameron, Nush and Anoushka et al that proved to be such a turn-off for viewers? It's all too confusing. What is indubitable is that the advertising campaign for this year's Big Brother proved to be much more exciting than the show itself. The campaign included stunning giant "eye" logos on the landscape.

Agency: Michaelides & Bednash

2. I shagged here

With Durex the leader in the prophylactic market, Mates took a new approach to its advertising. It created a website - ishaggedhere.com - containing stories and prizes. The target audience was directed to the website with a street sticker and bar washroom cubicle campaign using red "I shagged here" plaques, a variant on the familiar Blue Plaques. Blank stickers were provided for people to write about their own experiences.

Media agency: Rocket

Creative: Minerva

3. Kenzo poppy fields

The piazza at Covent Garden was transformed from a dirty vomit-stained precinct cluttered by dire street performers and overseas students into fields of poppies with this campaign to promote the fragrance Flower by Kenzo. After three days the poppies were given away to passers-by.

Media agency: Carat Outdoor specialist: Posterscope

4. Chip bags

In a rather nice touch, this campaign about the dangers of cooking chips was for the Office of the Deputy Prime Minister, John Prescott. Apparently, a large number of domestic fires are caused by people trying to cook chips after coming back from the pub. Posterscope put warnings on bags of potatoes and bags of chips in supermarkets.

Media owner: The Media Vehicle

Outdoor specialist: Posterscope

5. Head & Shoulders

This marked the launch of the first giant poster to be printed with fluorescent ink for the launch of Head & Shoulders menthol shampoo. This may not sound that exciting in itself but, when lit with UV light, the posters glowed at night with the same effect that you get in nightclubs. As dandruff sufferers will know, this sort of lighting shows up the flecks of dried skin on their shirts.

Media owner: Mega Profile

Media agencies: ZenithOptimedia and Starcom Motive

Creative agency: Saatchi & Saatchi

6. Heineken

When Heineken decided to finally ditch the weak stuff and launch a premium 5 per cent version, it needed to announce this with a bang. Portland Outdoor adapted the idea that the premium Heineken had been parachuted in from Holland with a series of ambient stunts giving the impression that kegs of the beer were falling out of the sky.

Media agency: MindShare

Creative agencies: Clemmow Hornby Inge and Amber Media

7. Mars Bars

To mark Manchester City's very last game at Maine Road, versus Blackburn Rovers in May, Mars put seat- back ads on every one of the stadium's 34,000 seats with the strapline: "Pleasure you can't measure." While the campaign capitalised on the crowd's emotional farewell to the old ground, it also was the first time that an advertiser had used seat backs in such a way.

Media agency: MediaCom

Creative agency: Grey London

8. Ski

With branded fruit, the media placement for Ski yoghurts was spot on. As well as branded mangoes and papaya, ads ran on milk cartons, trolley posters and floor posters in the supermarkets, ensuring that consumers couldn't miss this ambient point-of-sale promotion.

Media owner: The Media Vehicle

Media agency: Universal McCann

Creative agency: Ogilvy & Mather

9. The Guardian

In April, The Guardian ran a campaign to promote a supplement about food production and distribution. Five thousand lollipops containing dead maggots and flies were distributed on Friday nights to revellers, with the question: "What's really in your food?" As well as encouraging them to buy the next day's Guardian, it probably made them think twice before buying that kebab on the way home.

Creative: Claydon Heeley Jones Mason

10. Sunsilk Air Frame

Inflatable giant banners provided standout for Sunsilk in shopping centres and malls. The 120-square-foot banners could be easily manoeuvred into place and dominated shopping centres.

Media owner: Blow Up Media

Media agency: Initiative Media

Creative agency: J Walter Thompson

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