1. The Sunday Times, ‘Rich List’
Grey London drafted in the renowned animal photographer Tim Flach and digitally retouched his photographs to turn Sir Richard Branson, Sir Elton John and Simon Cowell into "fat cats" to promote The Sunday Times Rich List. Props include spectacles and an earring for John, Cowell’s trademark hairstyle and a collar with an aeroplane pendant for Branson. The Virgin founder liked the campaign so much that he started a competition on his Twitter feed asking followers to write a caption for it.
Agency: Grey London
Creatives: Jo Sissons, Kate Allsop,
2. The Royal British Legion, ‘every man remembered’
A poignant campaign that contemporises the centenary of the outbreak of World War I by using the names of celebrities whose real-life namesakes were among more than a million men and women who died during the conflict. The ads invite people to look at what happened in a fresh way by evoking the deaths of young soldiers – including those named Gordon Brown, Alex Ferguson, Tom Jones, Andy Murray and Harry Styles – and to remember those with nobody left to remember them.
Agency: Rainey Kelly Campbell Roalfe/Y&R
Creatives: Freddie Wood, Psembi Kinstan
3. Bulmers, ‘live colourful’
Bulmers, the Heineken-owned cider brand, serves up a feast of colour in this vibrant campaign that aims to present the drink as a catalyst for a varied and exciting night out. The executions feature the work of six artists – including Thomas Burden, Duncan Edwards, Paul Knowles and Alan Murray – who interpret the strapline using acrylic paints, foil and festival imagery.
Agency: Adam & Eve/DDB
Creatives: Steve Wioland, Matt Woolner
4. Department for Transport, ‘motorbike’
More than 30 motorcycle riders die or are injured every day in accidents at road junctions, often because a driver has pulled out in front of them. The need for drivers to be alert to the dangers – and to encourage them to take longer at junctions – is reinforced in this poster that at first glance seems just to be a shot of a road and some trees. However, a closer look reveals a motorcyclist coming over the brow of the hill.
Agency: Abbott Mead Vickers BBDO
Creatives: Ant Nelson, Mike Sutherland
5. Post Office, ‘we’re changing’
A simple and effective "tell-it-like-it-is" campaign by Dare – and not a bad farewell present to the Post Office by the agency that was not allowed to repitch for the account because it isn’t on the Crown Commercial Service roster. The work, which coincided with the massive modernisation programme of the Post Office’s 6,000 branches, aims to tell people how much the service has changed since privatisation.
Creative: Nathan White
6. AEG, ‘The 02’
Capturing the sheer range of what is on offer at The O2 is no mean feat. What was once just the Millennium Dome now boasts state-of-the-art facilities including Europe’s second- biggest arena, an 11-screen cinema, bars and restaurants. This print campaign showcases the offerings in a number of striking ways that chime with The O2’s "aspirational but accessible" philosophy.
Creatives: Courtney Dowe, Juliet Mclaren
7. Volkswagen, ‘small but tough’
Full marks to this creative team for such a speedy reaction to a national press story about an amorous elephant in South Africa’s Pilanesburg National Park that decided to get his gratification from a Volkswagen Polo, breaking its chassis and bursting its tyres. The result was a graphic demonstration of the Polo’s robust qualities and the boast of "Elephant impact protection as standard". The Polo’s occupants escaped shaken but unhurt. Shame about the car.
Agency: Adam & Eve/DDB
Creatives: Jo Cresswell, Sian Coole
8. Sure, ‘no white marks’
It was a World Cup most of us will want to obliterate from our memories. But at least Unilever and DLKW Lowe can draw satisfaction from some neat teamwork that resulted in a clever ad linking the newly introduced referees’ spray that marks the distance players should stand from the ball during free-kicks with the white marks some deodorants leave on clothes. Though not, of course, Sure.
Agency: DLKW Lowe
Creatives: Seb Gousden, Ben McCarthy
9. Kit Kat, ‘storm’
Ever since 1958 – when JWT’s Donald Gillies came up with the iconic line "Have a break. Have a Kit Kat" – the agency’s challenge has been to keep delivering fresh advertising impetus to this simple proposition. This print execution certainly manages to do so with an attention to detail that cleverly draws you in as it juxtaposes the storm-tossed hurly-burly of modern business life with a calm desert-island existence that a Kit Kat can seemingly conjure up.
Agency: JWT London
Creative: Christiano Neves
10. Fiat, ‘spring/summer collection’
There is a fine line between car ads that are relevant to women and those that talk down to them – and some car- makers have faced flak for crossing it. This campaign for the Fiat 500 model walks the tightrope between recognising the purchasing power of women without patronising or alienating them and manages to align the vehicle with feminine chic while pointing out its finer technical points. Getting this balance right becomes increasingly important with almost 40 per cent of cars in Britain being bought by women.
Creatives: Joanna Perry, Damon Troth