Proud All Over
by 4creative, for Channel 4
Channel 4’s remit is to represent all the voices of the UK. It sought to demonstrate how both Pride, and brands that support it, can prosper beyond hubs such as London and Brighton.
The ‘Proud All Over’ campaign shone a light on more than 40 smaller Pride events that take place across the UK, demonstrating that size isn’t everything when it comes to staging events.
A countrywide poster campaign showing big love for small Prides took place, with bespoke headlines for each event referencing their theme or location. More than 40 location-specific posters were created for the campaign.
To cut through the typical rainbow-washed imagery used around Pride, Channel 4 created a series of bright two-colour gradients that were applied randomly across all executions. This allowed the whole campaign – rather than any one poster – to celebrate the rainbow of Pride and the diversity it represents.
The judges said: “Nice localisation. A fun campaign with a lot of heart and nuggets of playfulness within it.”
We’re Running Out of Time
by Uncommon Creative Studio, WWF
A powerful series of outdoor ads from WWF, ‘We’re Running Out or Time’ is an urgent call to join the race to bring the world back to life.
Illustrator Noma Barr, famous for designing the book cover for The Handmaid’s Tale, created illustrations for the campaign in his typical negative space style.
The first illustration depicts an hourglass, with flames quickly approaching woodland in the second half of the timer. The second image highlights the race to reduce human impact on the health of the planet, showing a polar bear whose nose is an hourglass, meaning its time is almost up.
Both images use a simple palette of black, white and red.
Derry Girls
by 4creative, for Channel 4
To highlight the final series of Derry Girls – a comedy about school friends at a Catholic Girls’ School in Northern Ireland in the 1990s – Channel 4 brought back 90s teen magazine Smash Hits for a one-off special edition.
A pull-out poster centrefold was reshot as if it were a poster on a teenage bedroom wall, creating a ‘poster in a poster’ theme that tapped into the era when the show was set, as well as a growing sense of wider nostalgia for the end of the last millennium.
Featuring the characters from the show, with goodbye doodles on their shirts, ties around their heads and schoolbooks thrown in the air to show their rebellious energy, the poster used a hot pink background that contrasted with their green, white and yellow school uniforms. It was rephotographed in a 90s bedroom set with customer wallpaper, 90s furniture, and various easter eggs based on the show, and memorabilia from Robbie Williams, a favourite artist among the show’s characters.
Kellogg’s 100 Years Posters
by Landor & Fitch, for Kellogg’s
To celebrate a century of serving breakfast to the UK, Kelloggs set about creating a poster campaign to make that heritage snap, crackle and pop.
Kellogg’s first sold Corn Flakes and All Bran in the UK in 1922, opening a UK office in 1924. Rice Crispies came to the UK in 1928 and Kellogg’s opened its first UK factory, in Manchester’s Trafford Park, a decade later. Products such as Cornflakes, Frosties and Rice Crispies have now helped UK consumers start their days for generations.
Taking stories that Kellogg’s had amassed over the years, Landor & Fitch set about taking them to a wider audience. Historic milestones became the heroes of the posters, with upside-down event descriptors giving consumers a chance to guess the stories before they were revealed.
The familiar bold design and bright colours of Kellogg’s were used to bring the stories to life in an instantly-recognisable way.
MTV Music Week 2022 Düsseldorf
by Paramount Creative EMEAA, for MTV Germany
MTV Music Week Düsseldorf 2022 offered nine days of branded local events leading up the the main show: The MTV EMAs (Europe Music Awards).
The identity and design package for the events required flexibility across multiple platforms and channels – including posters – to promote and build the required atmosphere for every aspect of the spectacle. It also needed to reflect the host city of Düsseldorf, itself a city of contrasts. Known to many as a centre of commerce and a venue for trade fairs, it is also a ‘beautifullly chaotic’ landmark city for art and culture, and of interest for its architecture. It also has a unique music scene that combines electronic and punk music.
The local architecture inspired geometric patterns used in the designs, brought to life with typography and bright colours. Bauhaus design influenced the creative concept for the entire project. Posters and screens were placed in more than 700 locations throughout the city.
Poster Design
HALL OF FAME WINNERS
shortlisted
highly commended
winner
Start of Season Communication
by Sky Creative, for Sky Sports
The Premier League is arguably the most important of Sky Sport’s assets. In 2022 the broadcaster had to rethink its programming in a post-pandemic world where most potential viewers were out and about, making up for time lost during various lockdowns.
Football viewing had been relegated to the highlights. Sky decided to capitalise on the start of the new season as an opportunity to reinvigorate its customer base by helping fans fall back in love with live football.
With a concept highlighting the spine tingling moments that make Premier League matches so exciting, Sky showed real people experiencing that electricity to fire up the enthusiasm levels.
A new look and feel saw posters crafted to remind fans that to truly experience the visceral emotion of the game they need to watch it live. Bright and energetic smoke and powder treatments were used to capture the energy of the action, with a hand-painted type and logo suite giving fans the feeling they had captured the moment themselves.
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