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.
