CAMPAIGN FOR BEGINNERS: Adshel calls on students to work on outdoor skills

Adshel, the poster contractor owned by Clear Channel, is encouraging students and young creatives to give greater consideration to the outdoor medium.

As part of the initiative, Clear Channel's chief executive, Stevie Spring, has set up a scheme with M&C Saatchi, which sees its trainee creatives given six-sheet sites on which to run their work for free.

The poster company also runs the Adshel Student Design Awards, judged each year by leading industry creatives. The chairman of this year's awards is Matt Eastwood, the creative director at M&C Saatchi. The winners will be announced in July.

The awards challenge young designers to create imaginative ads for six-sheets in bus shelters, working to real briefs supplied by the sponsors.

This year, the 15th anniversary of the awards, will see sponsors including Bacardi, Budweiser, Sky and Ford.

Last year's awards received more than 600 entries from 50 colleges and universities, with the winners receiving cash prizes and the chance for their ads to make it on to the street.

Spring believes creatives are missing a trick by not exploiting outdoor to its full potential. "All too often poster ads are designed only for the immediate audience rather than those that pass. If they fail to get the creative right, then they are missing 75 per cent of their audience," she said.