MEDIA CHOICE: Sean Moore, the creative director of Tequila/London, picks Mazda's use of More O'Ferrall's sites for the launch of its Mazda 6

"This Mazda Wall of Death billboard reminded me of all those amazing fairground rides I loved as a child. It's huge, it's gravity-defying - it's amazing. They could probably make money selling tickets to ride on it as it swoops round and round the billboard. It is traffic-stopping - ideal for Mazda, who opted to build it on More O'Ferrall's Cromwell Road site. It's good to see a brand using billboards so well. Brands such as The Economist and Channel 4 stand out as using the medium well. But I haven't seen such an interesting use of the medium by a car advertiser in some time. For me this Mazda site echoes the early billboard spectaculars - in particular, the famous campaign for Araldite Glue, which stuck a real car on the billboard."

Client: Mazda Medium More O'Ferrall billboards
Media planning: Stacey McRae at MindShare
Media buying: Lee Smith and Mike Hodges at Portland Outdoor
Creative: J. Walter Thompson
Brief: Raise awareness of the launch of the Mazda 6


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).