WINNER
Lights On
by Leo Burnett London, for McDonald’s
When the UK entered its third national Covid-19 lockdown in 2021, Leo Burnett created a strategic response to the fact that people were spending more time indoors than ever before by reminding McDonald's customers that the brand delivers.
The team created a series of outdoor posters which showed customers that “as long as their lights were on at home, [McDonald's] lights would be on too,” says Leo Burnett. These had to be eye-catching, simple and beautifully executed to be impactful. The agency identified five different examples of homes which aimed to represent the whole of the UK: modern apartments, terraced houses, tower blocks, 1960s townhouses and 1980s flats.
Each type of building was illustrated using a perspective grid that looked to give the imagery sharp, straight vertical lines and edges in contrast to the curve of the McDonald’s Golden Arches. The night-time colour palette also contrasted the golden glow of the arches, which contained the 'We Deliver' message. For simplicity, one colour is used for each poster, with tonal variations to create detail and depth. To give a sense of authenticity and quality, the posters show a subtle graininess that demonstrates the natural textures of printed paper.
The judges said: “They’re working with an iconic mark and being really playful with it in a brave way. It’s still instantly recognisable and highly effective.”
Scents of Normality
by Uncommon Creative Studio, for Earl of East and Hospitality Action
To help support UK hospitality industry workers, Uncommon Creative Studio and home fragrance brand Earl of East collaborated on a series of scented candles “that smell like the places we miss most during lockdown”. The Scents of Normality collection was sold to raise money for Hospitality Action, bringing in nearly £12,000 for the charity.
The limited-edition range of soy wax candles comprises three scents: The Local, The Cinema and The Festival. Uncommon looked to create packaging with witty copy that hints at the realities of the smells of these places: The Cinema scent is described as a “heady fusion of popcorn, foam banana and the allium tang of adolescent boredom”; The Local “embraces notes of spilt beer, urinal block and cheap rosé freckled with cigarette ash”; and The Festival fragrance is billed as “a resonant bouquet of cut grass, sun-warmed cider tied with a ribbon of sweet cannabis smoke”. These scent descriptions were also used in advertising for the range.
A different illustrator was brought in to depict each scent, with Lan Truong taking on The Festival; Thomas Hedger delineating The Local; and Victoria Sieczka evoking The Cinema.
Guardian Weekly - Find Clarity
by Oliver Agency, for The Guardian
The Guardian Weekly aims to give readers a measured, global perspective on current events; prizing the fact it can offer clarity, rather than confusion. Launched in October 2020, Oliver Agency’s Guardian Weekly campaign was based on the insight that “reading the news in 2020, while vital and at times enthralling, can be overwhelming”. The agency worked with illustrator Rafael Alejandro to create illustrations that balanced chaos and “visually serene” calmness.
The campaign launched simultaneously in Dublin and Berlin with 48-, 12- and four-sheet billboards, bus-sides, fly-posters and digital OOH posters; and launched globally across print, display, video-on-demand platforms and social channels. The agency also created a one-off built piece in Dublin formed of a giant 3D magazine and hand-torn “chaotic posters”.
Poster Design
shortlisted
Poster design