MEDIA CHOICE

Claire Beale chooses the Commission for Racial Equality ad which has been running on poster sites around Britain: ’With creative work this provocative and the certainty of complaints from the public, posters were, to say the least, a brave choice. The idea was to shock the public out of any indifference towards racial issues and I can’t think of any other medium which would have had such impact and done such justice to the creative treatment. And the denouement, with the ads replaced by new creative carrying the strapline: ’Which is worse? This advert or your failure to complain?’ wouldn’t have worked anywhere else. Bold and effective media buying for a contentious campaign.’ Media planning by Anthony Rhind, Mediapolis, media buying by Concord, creative by Euro RSCG Wnek Gosper.

Claire Beale chooses the Commission for Racial Equality ad which

has been running on poster sites around Britain: ’With creative work

this provocative and the certainty of complaints from the public,

posters were, to say the least, a brave choice. The idea was to shock

the public out of any indifference towards racial issues and I can’t

think of any other medium which would have had such impact and done such

justice to the creative treatment. And the denouement, with the ads

replaced by new creative carrying the strapline: ’Which is worse? This

advert or your failure to complain?’ wouldn’t have worked anywhere else.

Bold and effective media buying for a contentious campaign.’ Media

planning by Anthony Rhind, Mediapolis, media buying by Concord, creative

by Euro RSCG Wnek Gosper.



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