The festival showcases the cultural impact of advertising on British society. The winning campaign features famous images from the past 100 years of British advertising, such as Smash Martians, the Pregnant Man, Cadbury’s Gorilla and PG Tips’ Monkey.
Green and Ray said: "Ultimately, the British public own these great characters now, in their minds and memories, so this campaign is a great chance to put some of the most-loved advertising icons back in the limelight where they belong."
Jeremy Sinclair, chairman of M&C Saatchi and a competition judge, described their idea as "the simplest and most striking". He added: "I liked the fact that it got the message over but also showed British advertising not taking itself too seriously, which is its strength."
The campaign will run on both sides of the Outdoor Plus site on the Hyde Park underpass, with three different executions running in rotation.
Paul Bainsfair, director-general of the IPA, said: "The advertising industry has come a long way in the
last 100 years. It is our hope that this exhibition will help showcase the industry to the public, inspire the next generation of advertisers and help us to celebrate with our peers."
Helen Weisinger, the chief client officer of Outdoor Plus, said: "It’s no secret that outdoor makes brands famous. What better way to promote some of the most famous advertising from the last 100 years than on our most impressive and premium digital location, The One."