1. LAND ROVER
"Hippos" picked up the gold award for best individual poster at the 2002 Campaign Poster Awards in October. What would be the best way to sum up its impact? How about ... a really outstanding advertisement, powerful in its conception, brilliant in execution, single-minded in approach. 'Nuff said.
Agency: Rainey Kelly Campbell Roalfe/Y&R
Art director: Jerry Hollens
Copywriter: Mike Boles
2. GUINNESS
"Eskimo" was another multi-award winner at the Campaign Poster Awards. As the judges agreed, here is a powerful advertisement - one of a fine series for Guinness Extra Cold - that expresses itself visually with great wit.
Agency: Abbott Mead Vickers BBDO
Art director and copywriter: Jeremy Carr
3. THE ECONOMIST
The latest and one of the best from a campaign spanning 15 years, "missing piece" deserves an award in itself for anyone who can spot the contribution made by the copywriter. Seriously, though, replacing The Economist's logo with a missing jigsaw piece -- an approach that could only work because of the wealth of work that went before it -- adds up to brilliant, confident branding.
Agency: Abbott Mead Vickers BBDO
Art director: Martin Casson
Copywriter: Matthew Abbott
4. ADIDAS
The World Cup. An iconic young England captain with magic in his boots. A nation's massive expectation. All these ingredients make for a terrific poster execution and this one scores with all the power and accuracy of one of David Beckham's trademark free kicks. The juxtaposition of the determined-looking skipper and the words "Cometh the hour" perfectly encapsulate the emotion. Spread across the giant poster site at Birmingham's Fort Dunlop, the effect was awesome.
Agency: TBWA/London
Art director: Bil Bungay
Copywriter: Trevor Beattie
5. BARNARDO'S
An old head on young shoulders rams home a brutal and moving message on this poster. It's impossible not to be angered at the sickening way too many children have been robbed of their childhood or to be moved to do something about it. Another outstanding example of Barnardo's ongoing strategy of advertising that has never been afraid of pushing at the boundaries to deliver an unpalatable message.
Agency: Bartle Bogle Hegarty
Art director: Adrian Rossi
Copywriter: Alex Grieve
6. STARBUCKS
Death, taxes and British summers that always fail to deliver on their promises - there are no greater certainties in life than these. So Starbucks and Fallon have taken this truism and illustrated it in a clever series of ads that associate the frappuccino with everyday scenes of Britons trying to recreate their own little bit of summer whenever and wherever they can. Anybody who has ever slapped on the suncream only to see the rain clouds beginning to gather will be able to relate to these well-observed slices of life.
Agency: Fallon
Art director: Richard Flintham
Copywriter: Andy McLeod
7. BIRDS EYE
A praiseworthy effort, making the best out of the most unpromising of briefs. After all, there's only so much you can do to make a chunk of carbohydrate appetising. The result is some tabloid-type hyping. Inspired by the very best of red-top journalese, complete with the shock-value smutty headlines and starred-out naughty bits. It's a campaign which can't help but make you laugh.
Agency: HHCL & Partners
Art director: Jo Webb
Copywriter: Jayne Narar
8. VOLKSWAGEN POLO
Volkswagen's advertising has developed a worthy reputation for showing off the essential features of its models in an innovative, simple and funny way. This poster continues that tradition by featuring a Polo having a kerbside altercation with a lamp post - and the car winning it comprehensively. With so little to choose between the various competing marques these days, the differentiation can only be created by the advertising. VW seems intent on maintaining its reputation in the sector.
Agency: BMP DDB
Art director: Feargal Balance
Copywriter: Dylan Harrison
9. MARIE CURIE CANCER CARE
While charity briefs provide a greater degree of creative licence and freedom than other clients, a degree of caution has to be taken to ensure that what may be a difficult message is communicated with sensitivity. Marie Curie's task was to persuade people not to buy flowers for the funerals of cancer victims but to donate money to the charity instead. Here, the victims themselves appear to be speaking from beyond the grave to provide the necessary reassurance.
Agency: Maher Bird Associates
Art director: Martin Pierson
Copywriter: Simon Davenport
10. MADAME TUSSAUD'S
Bringing up the rear -- if you'll pardon the pun -- is Kylie Minogue's shapely bottom. The reinvented Australian import's much-discussed behind takes pride of place in a campaign promoting the waxworks' whispering and breathing model of her. Agency and client announced they were parting company as this poster appeared. Creative differences were cited as one of the reasons. Some mistake, surely.
Agency: BMP DDB
Art director: Cameron Short
Copywriter: Ben Short
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