Annual: Top 10 posters

1. Financial Times, 'Financial Times'

Historically, bad economic conditions have produced potent art. We can extend that to ads in the case of this DDB campaign. The stripped billboards commanding businesses not to slash advertising budgets said as much about the fallout from the economic downturn as the entire contents of the Financial Times.

Agency: DDB

Writer: Mike Crowe

Art director: Rob Messeter

2. Levi's, 'originals never fit'

Bartle Bogle Hegarty's campaign for Levi's reversed roles, making the viewer of the ad its subject. It's a potent way to both engage and unnerve your audience and it picked up a Campaign Big Award. Viewing "cheerleaders", the most powerful execution in the campaign, is not to be entered into lightly on a bad hair day.

Agency: Bartle Bogle Hegarty

Writer: Simon Veksner

Art director: Nick Allsop

3. Electrolux, 'decibels'

BBH's promotion of Electrolux's appliance of silence made wonderful use of outdoor versatility. Noise levels monitored live on London's traffic-addled Old Street is an inventive way to flog washing machines. Launching on International Noise Awareness Day got it its fair share of PR and won a Campaign Big Award.

Agency: Bartle Bogle Hegarty

Writer: Steve Wakelam

Art directors: Ian Williamson, Kevin Stark

4. TfL, 'transforming the Tube'

M&C Saatchi makes what could have been a humdrum ad into a small piece of public transport iconography. A witty arrangement of industrious builders (looking not dissimilar to the Dozers from Fraggle Rock) was a novel way to get on the right side of sceptical commuters, and Campaign, which gave it a Big Award.

Agency: M&C Saatchi

Art directors: Tristan Cornelius, Joe Miller

5. KFC, 'cobette'

Bartle Bogle Hegarty made promoting KFC's finger lickin' credentials child's play as the company successfully reclaimed its famous tagline. The agency mercifully resisted the temptation to use a shot of a bucket of chicken and instead produced something charming and restrained, the most effective of which was the sweetcorn poster.

Agency: Bartle Bogle Hegarty

Writer: Nick Kidney

Art director: Kevin Stark

6. The Guardian, 'restraint'

Excellent art direction steered this campaign by Wieden & Kennedy. In "restraint", which picked up a Campaign Big Award, the medium was definitely the message, as the compressed typeface said as much as the words. What was a bad year for newspapers turned out a better one for newspaper poster ads.

Agency: Wieden & Kennedy

Writers/art directors: Ian Perkins, Sophie Bodoh

7. Quality Pork Standard, 'feed crisis'

The pork industry made a wise move in turning to DDB. This poster ad is visually engaging as well as thought-provoking and artfully shifts the plight of pig farmers struggling with soaring wholesale grain prices further up the agenda.

Agency: DDB London

Writer: Victor Monclus

Art director: Will Lowe

8. Kit Kat, 'pause'

JWT allows the Kit Kat bar to do the talking in this minimalist campaign. The sheer simplicity and wit of the execution makes much more impact than all the bells, whistles and Girls Aloud members featured in the TV ad ever could.

Agency: JWT

Writer: Laurence Quinn

Art director: Mark Norcutt

9. Economist, 'six-year-olds'

AMV's relationship with The Economist is undoubtedly one made in print heaven. This campaign is not as joyfully cerebral as those in the past, but then the publication was aiming to appeal to a more diverse, younger readership with these playful images.

Agency: Abbott Mead Vickers BBDO

Writer: Mark Fairbanks

Art director: Paul Cohen

10. Mini, 'ban boredom'

WCRS's spiky "ban boredom" campaign for Mini got the car into all sorts of eye-watering positions, with one of the most striking executions showing it on the verge of being catapulted across a billboard. The campaign deserves recognition for its wit and ambitious use of outdoor.

Agency: WCRS

Art directors: Jo Cocoran, Andrew Bloom.