’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
’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
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.