MEDIA CHOICE: Eleanor Trickett chooses Sony Music’s outdoor campaign for the new release by the Lightning Seeds, Tilt

’Can I just make it clear that I’m not a fan of the Lightning Seeds’ variety of pink, throw-away pop.

’Can I just make it clear that I’m not a fan of the Lightning

Seeds’ variety of pink, throw-away pop.



’This campaign, however, grabs the attention far more than listening to

one of their insipid ditties.



’Using my favourite outdoor idea - things that go wrong with poster

sites - these ads grab the attention, by making the punter think that

something’s gone disastrously pear-shaped and Mills & Allen is in big

trouble.



’Of course, the album is called Tilt, and the very ordinary creative

treatment springs to life by the amusingly literal interpretation.



’This is a perfect example, therefore, of a campaign that is built upon

a media idea, rather than a clever picture with clever words.’





Client: Sony Music



Medium: 48-sheets



Media planners: Geoff Gray, James Layfield, Manning Gottlieb Media



Media buyer: James Davies, Posterscope



Creative agency: Blue Source



Brief: Launch the Lightning Seeds’ new album, Tilt, in an engaging and

cost-effective manner above and beyond the existing 4-sheet campaign.



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