by 4creative, for Channel 4
Channel 4 wanted to tackle the idea that differences should divide us head on with its Altogether Different brand platform – the channel’s first big branding campaign for a decade. The key message was that differences bring us together.
The new stance was launched with an inclusive, striking and vibrant poster campaign that pushed together famously different on-screen talent in tiny spaces designed to fit into common OOH formats. The TV stars were photographed individually, posed with interlocking limbs, interacting eyelines and pressed up against the outer edges of their confined spaces. Multiple characters were then combined for each image.
Type was compressed to look like a window vinyl applied to a clear wall of the boxes the presenters were imprisoned by, with a subtle drop shadow to create a sense that thick glass had been used.
The judges said: “Unignorable, refreshing and memorable – all the things you want in a poster. Plus the Altogether Different line feels just right for Channel 4.”
The Rolling Stones – 60 Years and Counting
by Baxter & Bailey, for Royal Mail
The Rolling Stones – arguably the most regal members of rock & roll royalty – celebrate their 60th anniversary in 2023.
Having sold an estimated 250 million records worldwide, released 13 albums to top the UK charts and won numerous awards, including four Grammys, the band has now been honoured with 12 special stamps and a range of memorabilia issued by Royal Mail.
As well as designing a supporting range of philatelic merchandise – including a prestige stamp book, presentation packs and collectors sheets – Baxter & Bailey created a promotional poster to highlight the special issue in a variety of OOH locations, and in Post Office branches.
The poster met with an immediately positive response from the client, and many items in the Rolling Stones range sold out almost immediately.
Guardian 200 Years, A Work in Progress
by OLIVER, for The Guardian
At a time of global social upheaval, rather than focus on past achievements The Guardian chose to celebrate 200 years of reportage by turning its attention to what happens next.
The newspaper set out to increase awareness among potential future readers aged 18-25 by driving a million impressions of its G200 birthday content, with the long-term ambition of following its mission to make the world a better, fairer place for everyone.
As a newspaper brand, The Guardian placed the written word at the heart of its campaign. Art direction was inspired by archived stories and typography. Meanwhile headline-like copy shouted unashamedly about the brand’s traditional roots in a multi-city OOH poster campaign that proved to be one of the best-performing campaigns The Guardian has ever staged.
Thinking & Working & Playing &
by Studio Sutherl& for Norwich University of the Arts
This poster needed to stand out in crowded studio spaces and reception areas in the various buildings of the NUA campus to fulfill its objective: to promote a talk by Studio Sutherl& about creativity.
The poster was designed to encourage active thinking, as is referenced in the full title of the talk itself. A bright yellow palette was chosen for maximum visibility, while the Baskerville Italic typeface was chosen because it has such an attractive ampersand – which was used to reflect the name of the design studio and the multiple creative activities referred to in the talk.
We Will Grow Again
by Uncommon Creative Studios, for B&Q
As the UK endured a Covid-19 lockdown during Spring 2021, warmer weather brought hope of a return to a more normal life.
DIY chain B&Q celebrated the changing season, and saluted the resilience of the UK public by using plants as a symbol of growth and re-emergence. Launching with a TV campaign that gave a poetic farewell to Winter and continued with a range of ads based on an epic plant display created by artist Dan Tobin Smith.
The brief called for ways to help B&Q tempt gardeners away from their usual garden centres, following on from the recent launch of its ‘Build a Life’ brand strategy – a tough challenge when the mood of a locked-down nation was difficult to judge.
Launched in March 2021, ‘We Will Grow Again’ grew consideration of B&Q plants by 9%.
After the last couple of years we all need an ear
by Uncommon Creative Studios, for ITV
In the run-up to what was set to be an emotional Christmas for many people following a year shaped by the Covid-19 pandemic, ITV teamed up with YoungMinds, Mind and SAMH for the next iteration of Britain Get Talking – the UK’s most recognised mental health campaign.
The broadcaster used a powerful print campaign to encourage direct action, calling on everybody in the nation to simply check-in on their loved ones.
A repeated visual motif shows the space left by an unwrapped Christmas present – but instead of a gift, the packaging reveals a paragraph of carefully crafted copy that reminds us that our presence is more valuable than any physical present. Different copy was created for each execution of the theme, ending with the proposition that, after a difficult couple of years, we all needed an ear this Christmas.