MEDIA CHOICE: Sean Moore, the creative director of Tequila/London, picks Mazda's use of More O'Ferrall's sites for the launch of its Mazda 6

"This Mazda Wall of Death billboard reminded me of all those amazing fairground rides I loved as a child. It's huge, it's gravity-defying - it's amazing. They could probably make money selling tickets to ride on it as it swoops round and round the billboard. It is traffic-stopping - ideal for Mazda, who opted to build it on More O'Ferrall's Cromwell Road site. It's good to see a brand using billboards so well. Brands such as The Economist and Channel 4 stand out as using the medium well. But I haven't seen such an interesting use of the medium by a car advertiser in some time. For me this Mazda site echoes the early billboard spectaculars - in particular, the famous campaign for Araldite Glue, which stuck a real car on the billboard."

Client: Mazda Medium More O'Ferrall billboards
Media planning: Stacey McRae at MindShare
Media buying: Lee Smith and Mike Hodges at Portland Outdoor
Creative: J. Walter Thompson
Brief: Raise awareness of the launch of the Mazda 6


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