Comparing classic work with today's, they asked where its future lies.
Primesight, Talenthouse and Campaign devised the "Make an Impression" challenge to offer small charities free outdoor advertising, while showcasing the great work of upcoming creatives. We asked creatives to design eye-catching out-of-home posters, and a panel of judges picked three standout entries to appear on sites around the UK.
Over dinner, the judges did not shy away from criticising the calibre of today’s OOH work – and the creatives responsible for it. Ogilvy & Mather London’s chief creative officer, Mick Mahoney, summed up the feelings in the room: "I’m happy to go on record saying the average poster is terrible. People have forgotten how to communicate through posters."
According to Mahoney, a little education would go a long way. "People have forgotten the purpose of posters," he said. "On my motorbike, I pass hundreds of posters with so many words that I have no hope of reading most of them. When the media plan comes in, most creatives have no idea where that poster will go – whether people will walk or drive past."