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Open Canvas: the best in outdoor (October 2017)

Two experts pick their favourite out of home campaigns and explain why their chosen work makes the most of the medium

Nicky Bullard, chairwoman and chief creative officer, MRM Meteorite

The sound of a smartphone hitting the ground screen-side down is a shattering experience. That’s why O2’s latest “Oops” out of home campaign is literally a cracking use of the medium. Not only is it simple, it made me laugh out loud, which a poster hasn’t done for a very long time. It’s also unexpected: focusing on the “Oops” moment by using apparently broken, cracked-looking billboards makes people do a double take. Posters normally stand neatly on their sites. Yes, we sometimes see the paper peeling off but we rarely see a wonky one.
The idea works well for OOH because of the scale: a poster is an “instant” medium, and this example is pretty darn instant (and huge). I’ve seen other elements of the campaign (eg TV spots, Instagram stories, Snapchat lenses) and none has the impact of OOH. It has achieved in three seconds what the TV ad (for the same message) tried to do in 30. It’s just a shame there weren’t more sites used. I love that lots of people didn’t realise these broken billboards were deliberate, despite the copy explaining it was for O2’s new screen-replacement offer.
One Twitter user tweeted: “It definitely isn’t [deliberate]. You’d never get it past health and safety…” That’s the best response any OOH campaign can have, showing how OOH can bring a creative idea and the brand behind it into my everyday world. I can walk past it. Look up. Take a picture. Tweet it. See it in my routine every day for as long as the campaign runs. I want to see more ads like this, that truly interact with the observer in a clever, humorous and ambitious way. Why not? Creatives love a poster – there shouldn’t be a block.
Sometimes maybe the media is chosen before the idea has come to light. Writing for a poster is a wonderful challenge. Ideally, you have to distil your thinking into three words or fewer and create something that stops people in their tracks. It’s hugely exciting.

Matt Davis, executive creative director, Red Brick Road

Such is the nation’s insatiable appetite for Premier League football that the TV audience is surely low-hanging fruit for the two main players, Sky and BT Sport.
Armchair football fans can’t get enough of the unscripted drama – frenetic, competitive, partisan and fame-filled catnip. But now, entering its third year as the sole other broadcaster, the challenges for BT Sport have, it appears, shifted. It now needs to be synonymous with sport, which means being a stand-alone broadcaster, not just a football-content-providing arm of a telecoms behemoth – because its sports portfolio has been substantially enriched.
BT Sport’s own narrative for the football soap opera clearly needed to be a more nuanced, meaty affair. But in addition to the Premier League, it now broadcasts UEFA Champions League, The Ashes, Aviva Premiership Rugby and UFC. That’s quite a roster, and it has lined up stars from each discipline to front its campaign.
So has it risen to the challenge? Very much so. The successful but blunt messaging and arresting football-focused imagery of the past two years has moved up a gear. Numerous OOH executions all appear under the weighty and memorable, “Where the best go head to head”. Nice bit of metre, nod to the vernacular, and seven words. A solid, idea-infused line.
But the OOH really comes to life with the photography. It’s a simple, almost old-fashioned idea really: two stars from different sports, colliding on a pitch, a merging of their talents. Slick post-production means the eye sees the action take place seamlessly and naturally in one location. My favourite is Saracens lock Maro Itoje attempting a textbook tackle on the twinkle-toed footballer Eden Hazard. Who’ll succumb? Who knows?
That’s the most pulsating of the executions: BT Sport is where the best go head to head, and that’s all we need to know. Two other memorable executions feature Joe Root on the cricket pitch high-fiving Luis Suarez, and Wayne Rooney having been beaten at boxing by Nicola Adams – the ref is about to raise her arm and Wayne’s distraught.
What I really like is the split-second it takes to recognise people, meld the contrasting parts in your mind and create the image. This increases dwell time by a beat, making the OOH campaign cut through, big time.
Gill open canvas 3

Via: Campaign Live

New Campaign Shows Benefits of Being a BT Customer

BT ran an multi-format, multi environment campaign showcasing the benefits of being a BT Customer. This was to help ensure BT Customers that despite an annual price rise, there would be multiple benefits & reasons to believe that they would be getting more (see Reasons to Believe in brief).
The first burst was to launch the message across 48s and 6s to drive awareness and add stature with premium BL’s and iconic digital formats. We also included Rail and London Underground to target the commuter audiences with Rail D6s and LU LCDs. The second burst was ensure frequency of message was sustained with a heavy weight of 6s and impact was still delivered across the key cities with 96s and B96s. The campaign also utilized the new LDN network.
Haden Circus (4)Priory QWay os BM towards Masshouse (4)
 

Jo Brand’s Hell of a Walk Supported by @Primesight

Primesight is supporting comedienne Jo Brand as she undertakes her BT Sport Relief Challenges: Jo Brand’s Hell of a Walk, by sharing live tweets via its digital Network of roadside billboards as she progresses on her journey.
The cross-country hike, taking place from January 22-28, will see Jo Brandwalk the breadth of the UK in a bid to raise awareness for mental health issues. Money raised will be used to help transform the lives of some of the most disadvantaged people in the UK and overseas.
Primesight is donating media space within its national portfolio of digital roadside 48-sheet billboards, Network, to follow Brand as she makes the 150-mile trip – Primesight’s billboards in Leeds, Sheffield, Manchester and Liverpool will rally support by pulling and displaying the tweets, while increasing visibility for Brand.
Andrew Goldsmith, Sales Director at Primesight, told us “We’re thrilled to support Jo Brand’s challenge. Our growing Network is proving to be a major asset for our clients and it’s definitely even more rewarding when it can help to connect people for a great cause.”
Rosie Baker, Senior Marketing Executive at Comic Relief, said: “We’re delighted to be working with Primesight and LivePoster to help amplify Jo Brand’s incredible challenge for Sport Relief 2016, as she walks from the Humber Bridge to Liverpool. A big part of our strategy is to engage local audiences and the flexibility of Primesight’s digital network has really allowed us to do this, hand-picking the sites that are closest to Jo’s walking route.
“Not only that, but the ability to update the creative on these panels in real time to showcase tweets of support from the public will enable us to bring the Jo Brand challenge to life.”
Last year Primesight’s Network of digital roadside 48-sheets reached 50 billboards across the UK, making it the UK’s broadest-reaching DOOH network for the best value of its kind.
Via: Daily DOOH

BT Bring to Life the Power of 4G and Wifi with Special Build

BT has created two special build installations that will bring to life the combined power of the strongest 4G & Wifi network by recreating the infamous Tesla balls from their latest television commercial starring Willem Defoe. The first site is located on Shoreditch High St, next door to tech city, with the second situated in Sandpits Parade, Birmingham.
The installations consisting of 3D moulds and special LED Tesla lighting effects form part of a national Out-of-Home (OOH) campaign which includes digital activity on Transvision screens in the UK’s busiest rail Termini,  screens in malls, the Motion@Waterloo, along with static and digital large format billboards and high street 6 sheets.
The OOH, planned and bought by OOH communications agency Posterscope will be live for 4 weeks from the 2nd  November, whilst  the innovative special build installations created by experiential agency psLIVE go live on 10 November.

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