THE BOOK OF LISTS: The 10 best UK posters

1. Volkswagen: Volkswagen's advertising has developed a reputation for showing off essential features of its models. 'Elepump' marks a distinct change and saw BMP DDB scoop gold for the Best Individual Poster at the Campaign Poster Awards 2003.

Agency: BMP DDB

Art director: Justin Tindall

Writer: Adam Tucker

2. Land Rover

"Maasai" is more of the bold and rewarding branding communication that we have come to expect from Land Rover and its agency, Rainey Kelly Campbell Roalfe/Y&R. The poster's powerful concept stands head and shoulders above the competition. As with "elephant" and last year's "hippos", which picked up the Best Individual Poster award at the Campaign Poster Awards 2002, it's a nice, straightforward idea - the kind that works best on posters. The campaign was also named the winner of this year's Campaign's Readers' Award for Best Poster to boot.

Agency: Rainey Kelly Campbell Roalfe/Y&R

Art director: Jerry Hollens

Writer: Mike Boles

3. Five

You would have had to be marooned on a distant planet this year not to have noticed five's posters featuring the many faces of Michael Jackson. Jackson has done most of the hard work himself thanks to his investments in cosmetic surgery. But it still needed TBWA\London to come along and add a few choice words to turn these disturbing images into telling posters.

Agency: TBWA\London

Art director: Bil Bungay

Writer: Trevor Beattie

4. Carling Extra Cold

This is a typically confident and edgy approach from one of the leaders in the draught lager market. These executions each deliver a clever pun on the meaning of the word "cold", depicting scenarios in which someone has acted in a heartless fashion. It's difficult not to notice these posters, which have no doubt raised many a wry smile.

Agency: Leith London

Art director: John Messum

Writer: Simon Bere

5. Adnams

You didn't think it was possible to smell the sea through the London smog, but these posters are proof it can happen. Simple, strong lino-cut illustrations bring the seaside to town. "Beer from the coast" encapsulates the idea perfectly.

Agency: Campbell Doyle Dye

Art director: Dave Dye

Writer: Sean Doyle

6. Ben & Jerry's ice-cream

This campaign continues the "homemade" strategy developed by Fallon. In "dollops" and "marshmallows", once again great use of colour and typography captures the homemade idea in a simple but appealing way. Why mess with something when it works so well?

Agency: Fallon

Art director: David Masterman

Writer: Ed Edwards

7. Silk Cut

This ad will go down in history as being the swansong ad for Silk Cut cigarettes. But it also deserves a mention for simply being a great poster of a fat lady singing her heart out, with that well-established play on the words "cut silk". The stylish imagery that has made Silk Cut famous throughout the years will remain on cigarette packs, but life will never be the same again.

Agency: M&C Saatchi

Art director: Justin Bussell

Writer: Merlin Sinclair

8. RSPCA

This poster highlights the plight of battery hens in a simple but very effective way. It skillfully conjures up a picture of what a chicken's sad life is like in an uncomplicated way, without using the typical horrific images.

Agency: Abbott Mead Vickers BBDO

Art director: Matt Doman

Writer: Ian Hartfield

9. Scrabble

Ogilvy scooped a double whammy in the Best Travel or Leisure section of the Campaign Poster Awards 2003, snatching the silver and a commendation with these playful posters. The uncomplicated design and inspired fooling around with the notion that letters equal points which equals winning come together in a campaign that can run and run.

Agency: Ogilvy & Mather

Art director: Shish Patel

Writer: Sam Oliver

10. AA

M&C Saatchi showed the world that the outdoor medium can be used in an original and highly visible way with these award-winning bus backs for the AA.

Agency: M&C Saatchi

Art director: Fergus Fleming

Writer: Simon Dicketts

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