CREATIVE / ARTIST / DESIGNER
CREATIVE / ARTIST / DESIGNER
/ CONCEPT / ART DIRECTION / GRAPHIC DESIGN /
As the market-leading outdoor media specialist in the UK, CBS Outdoor wanted a campaign created which would make an impact with the public and graphically demonstrate to media buyers that CBSO sold ‘engaged audiences’, not just advertising space.
It was everywhere. An urban safari was created - a startling array of wild animals loose in the heart of the city. To give the campaign the connection we needed with our audience, the animals were made up of landmarks from the cities the creative would appear in. The general public spotted our animals wherever they went; our campaign headline connected with the industry and enforced the idea of ‘engaged audiences’.
The landmark approach was so successful, that it was extended to subsequent campaigns and was used extensively as CBSO’s visual language.
“The brief was to communicate our brand positioning to the marketing and advertising community. Outdoor By Name, Urban By Nature has been a fantastic success. It articulates what we stand for in a clear and visually impactful manner and has definitely grabbed the attention of Adland as well as consumers.”
Simon Harrington, Marketing and Business Development Director.