‘Let’s get Ready to Rumble’ was a one-off battle-of-the-brands event hosted by Posterscope to find the creative agency best able to exploit mobile & digital OOH media, fully realising the power and potential to target consumers out of the home. Three agencies, VCCP, Adam&Eve/DDB and M&C Saatchi were fully briefed and on the day had ten minutes to pitch their creative digital-out-of-home ideas for the client brand of their choice….and it was the audience that decided the winner.
Adam & Eve/DDB were the eventual winner and were awarded £100,000 of outdoor space from Posterscope.
Richard Brim, the executive creative director at the agency, presented a campaign to help raise £25,000 for a new wheelchair for a young girl, Laya Zenonos (the daughter of Antony, who works in the IT department at Adam & Eve/DDB.), who has Spinal Muscular Atrophy Type 1.
Brim’s campaign asks people to tweet about the cause. The Posterscope screens around London will display an image of Laya on a Twitter bird moving across the screen as the number of tweets increase.
People walking past the screens will be prompted to tweet, once they do so a bird will appear on the screen. They will not be asked for a donation.
Once Zenonos moves across the whole screen an ad will appear from John Lewis or Virgin Atlantic, as Adam & Eve/DDB will sell the space back to the brands. Zenonos will move across different screens around the City.
Brim’s idea won an audience vote during the session, which was chaired by Claire Beale, Campaign’s global editor-in-chief.
Jim Thornton, the creative director at VCCP, won £25,000 from Posterscope for his campaign to raise money for the Defence National Rehabilitation Centre. His campaign features an image of a soldier running in a battlefield when an explosion occurs. The people surrounding the poster will get a text that explains the injuries they would receive if they were in the battlefield. The end of the text encourages them to donate £5.
Also presenting during the session was Dave Bedwood, a creative director at M&C Saatchi.
To read more: campaignlive.co.uk