Cannes Contenders: Out of Home
Hugh Todd and Dan Dawson, Co-Founders of the podcast Behind the Billboard, get out on the streets to highlight the best of out of home advertising and the campaigns that might strike gold in Cannes next week.
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It feels like there’s a mini-renaissance in out of home at the moment, which we’re loving. ‘Even less is even more’ is one of our mantras, and it seems more and more brands are embracing this in spectacular and succinct fashion. Here’s the campaigns that caught our eye and which may win big.
BHF ‘til I died
There was no more emotive work in the past year than this brilliant campaign from Saatchi & Saatchi, changing the perception that heart disease only affects the elderly. Each week, 12 young people are lost to sudden cardiac death in the UK.
There was no more emotive work in the past year.
Murals were a fitting way to commemorate these people’s lives and tap into the visual world of football culture during last year's Euros.
Tesco Icons
A campaign that epitomises everything that is great about billboards.
Simple, arresting, interactive.
Simple, arresting, interactive. OOH at its very best.
Heinz It has to be…
It has to be so simple… but it took many hours to get here, as W+K London ECD Hermeti Balarin told us on episode #88 of Behind the Billboard. Here’s hoping it gets the credit - and the Lions - it deserves.
McDonalds
Leo Burnett and McDonalds; they deliver so consistently it’s hard to pick a single campaign.
They deliver so consistently it’s hard to pick a single campaign.
But the latest, featuring just the product and nothing else, no logo or endline or hashtag, feels the ultimate in brand confidence. We’re Lovin’ It.
Burger King Mums
The burger battle is on. Macca’s and Burger King have had fabulous years, and the standout work for BK was born in the delivery room.
The standout work for BK was born in the delivery room.
The moment a campaign goes from trade news to national news, it’s job done. This baby could well be the big winner this year.
Cadbury Made For Sharing
A bar of chocolate, the perfect proportions of a billboard. It’s been there for years, but it took VCCP to spot it and put endless funny witty human messages on bars press ads and posters. A glass and a half of rosé this summer?
Brahma Shadow Billboards
Last year’s OOH Grand Prix-winning Find Your Summer, from Magnum, played with the concept of light and may well overshadow this when it comes to awards but, in our book, Brahma is a different execution and is worthy of a mention.
