Outdoor enables advertisers to combine context and emotion and occupy what Mark Earls calls "the space between". Speaking at our Ideas seminar, Mark described "the space between" people as the most valuable space "through which all ideas travel".
He said that "what really changes people's minds is seeing what other people are doing" and that, as marketers and advertisers, we need to focus on "what people do with the thing that we do" and think about the advertising experience as "something between people, not talking at people".
These fantastic winning ads do that brilliantly and attempt to change behaviour by facilitating emotional engagement between brands and consumers.
Dixons: "The last place you want to go", M&C Saatchi
These long-copy ads for Dixons convey great clarity in their message, that the price point is the overwhelming driver, while using humour, insight and context to engage and amuse commuters. They use outdoor to its full potential, capitalising on context, dwell time and proximity, and take what would work as a witty press ad to another level.
Stella Artois: 4% "Balcony", Mother London
I love the luxury, retro feel of this billboard ad, which uses typography and colour to great effect, giving the brand a sense of heritage and a sense of escapism. I'm not sure whether I'd rather be drinking the Stella in the yacht or on the balcony, but it definitely transports me to another time and place.
Barnardo's: "Change lives", Bartle Bogle Hegarty
These ads have used new technology to tell a really strong story and include a call to action that generates an instant response. This is interactivity at its best, used with a powerful, sensitive subject to raise money for a great cause.
Transport for London: "Knickers", M&C Saatchi
Another long-copy ad that uses simple typography and a striking but simple colour scheme to let the message do the talking. The strong copywriting delivers the campaign for safer travel with clarity. This coupled with the fact that people will see this when they are out and about, late at night, makes for a really impactful campaign.
Virgin Atlantic: "World Cup", Rainey Kelly Campbell Roalfe/Y&R
As a big football fan, it was probably inevitable that Virgin's reference to the award-winning World Cup ad featuring Wayne Rooney would resonate with me. But I also like that they've harnessed the power of outdoor with a central, striking image that is big, bold and totally on-brand.
The Sunday Times: "Cowell", CHI & Partners
This ad makes me stop and think, not least of who might equal who in the media world, and generates great talkability around the publication of the Rich List. The use of five images, a symbol and a logo with no words shows how a great idea can be distilled to capture attention and generate engagement.