THE BOOK OF LISTS: The 10 Best international posters

1.Mini Babybel "BBQ/kitchen/terrace"

These ads were almost all gold winners at the International Advertising

Festival at Cannes this year. This campaign combines the fun profile

that often defines a snack food with the engaging quality of good food

advertising. The simple idea plays on the petite characteristic of the

cheese, with the three spots featuring the diminutive Babybel in its own

unique environment. A very endearing campaign.

Country: Spain

Agency: Saatchi & Saatchi

Copywriter: Samuel Vazquez

Art director: Amabel Mincham

2. Guinness Stout "Guinness cleavage/Guinness skirt/Guinness

navel/Guinness bottom"

In true Guinness tradition, these spots are intelligent, but not

unintelligible. The ads ask "What's on your mind?" and feature various

images such as a cleavage which resembles a pint of Guinness. The visual

association with Guinness in this campaign proves the brand's strength

in placing a product that isn't even there.

Country: Singapore

Agency: Ogilvy & Mather

Copywriter: Andy Greenaway

Art director: Craig Smith

3. Fiona Bennett's Hats "black dress/feathers/red hair/dark hair"

An exceedingly eye-catching campaign, these poster ads for a Berlin

hatmaker use the local architecture in a highly original and unexpected

way. Whether this campaign started with a client brief, or whether the

creatives saw the sites and decided they would be good for a hat

campaign, it is a fine example of making the medium work for the

product. Well deserving of its gold Lion.

Country: Germany

Agency: Scholz & Friends

Art directors: Marco Fusz and Maik Heindorf

4. Sparletta Bubble Blu "desk/hair/shoe"

This simple campaign features an eye-catching series of ads as a

pertinent dramatisation of the Coca-Cola flavour. If you're looking to

advertise to children, bringing the product into their environment like

this is a sure-fire winner, and it picked up a gold Lion at Cannes.

Country: South Africa

Agency: Lowe Lintas Bull Calvert Pace

Copywriter: Justin Gomes

Art director: Andrew Whitehouse

5. BBV Bilbao Viscaya "bbv retirement"

Based on the concept "For those who think in their future", the ad shows

a hammock with its two ends tied to two baby trees. It suggests that in

the future when the trees grow, the hammock will offer a well-deserved

rest for those who have the retirement plan from Previdencia BBVA.

Country: Brazil

Agency: Carillo Pastore Euro RSCG

Copywriter: Guilherme Facci

Art director: Marcelo Catchola Carlini

6. Nike Paralympics "awkward/stare/sorry"

These executions confront any awkward feelings about people with

disabilities rather than inadvertently making the viewer feel guilty.

This campaign highlights the talent and drive of the athletes with an

integrity that gets to the core issue without portraying the athletes as

victims. Inspiring work.

Country: South Africa

Agency: The Jupiter Drawing Room

Copywriters: Gavin Williams, Brendan Jack

Art director: Heloise Jacob

7. Mercedes-Benz Actros "of course/as long as/we will"

While many horn-happy motorists hate getting stuck behind lorries,

Mercedes-Benz uses this campaign to point out that they play an

important part in the motorists' lives. By writing on the back of

trucks, the ads remind drivers that the lorry is carrying popular

produce and consequently motorists should be more tolerant of them.

Country: Germany

Agency: Scholz & Friends

Copywriter: Matthias Schmidt

Art director: Joachim Schoepfer

8. Levi's "Bliss"

In various spots such as "Bliss", BBH Asia-Pacific has invited cool

celebrities such as Sister Bliss from Faithless to venture on to the

world's biggest photocopier in their own Levi's in order to create their

own original and individual print. These images have been turned into a

poster and press campaign, with the aim being to reaffirm Levi's values

as the original, definitive and cool jeans.

Country: Singapore

Agency: Bartle Bogle Hegarty

Copywriters: Lisa Glasgow, Steve Elrick

Art director: Scott McClelland

9. Football Betting "God's arm"

This ad spoofs the famous painting by Michaelangelo in the Sistine

Chapel by exploiting one of the most famous brands in international

football. Doubtless eye-catching to its target audience too, as well as

being a cunning idea.

Country: Finland

Agency: TBWA/Platemaa Huttunen Santala

Copywriter: Erkko Mannila

Art director: Samuli Harjunpaa

10. Nike "bathrooms"

New Yorkers love running; despite the constant traffic and construction,

they just get on with it. So W&K tapped into this to reassert Nike as a

true running brand. The creative features local artists developing their

interpretation of running maps based on the characteristics of the

featured shoe. And linking the shoe attributes to characteristics of the

city is a way to link Nike to New Yorkers.

Country: USA

Agency: Wieden & Kennedy

Copywriter: Ilicia Winokur

Art director: Kim Schoen


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