Chapter’s Art Director Jenny Green and Deputy Creative Director Paul Ray have been named as the winners of the IPA’s industry competition to publicise the Festival of British advertising, for a campaign that showcases the cultural impact of advertising on British society.
The creative will span both sides of Hyde Park underpass – one of the most prestigious outdoor sites in the UK - and features some of the most iconic images from the last 100 years of British advertising. These include, the Smash Martians, the pregnant man, Cadbury’s Gorilla, PG tips monkey and Aleksandr the meerkat, among other iconic characters.
The winning ad has three iterations and will run in rotation for seven days, from 6 to 12 March, appearing for 10 seconds every 50 seconds, celebrating the IPA’s Festival of British Advertising from 9 to 12 March on Brick Lane. The ad space has been donated by Outdoor Plus, which owns the site.
The competition received 32 entries and the judging panel consisted of Paul Bainsfair, Director General, IPA, Claire Beale, Global Editor-in-Chief, Campaign, Jeremy Sinclair, Chairman, M&C Saatchi, Helen Weisinger, Chief Client Officer, Outdoor Plus and Tessa Gooding, IPA, Communications Director.
Says Paul Bainsfair, Director General, IPA, “The advertising industry has come a long way in the last 100 years – It is our hope that this exhibition will help showcase the industry to the public, inspire the next generation of advertisers and help us to celebrate with our peers. Above all it will be a celebration of how advertising has influenced all of our lives, something Jenny and Paul sum up so perfectly in their winning submission.”
Says Jenny Green, Art Director and Paul Ray, Deputy Creative Director, Chapter – an IPA member agency, “We’re really chuffed to win this competition. What better brief could there be than to create an ad campaign to celebrate the industry’s very best British ad campaigns of all time. But it was also a pretty daunting brief – how could you do it justice? Our approach was just to keep it dead simple and let the icons of the best of British advertising do the job for us. Instead of celebrating them, let them do the celebrating in a way that we can all smile at and feel proud of. Ultimately, the British public own these great characters now, in their minds and memories, so this campaign is a great chance to put some of the most loved advertising icons back in the limelight where they belong. We hope this campaign is enjoyed by everyone.”
The IPA Festival of British Advertising in March will celebrate the IPA's centenary and the very best of British creativity from the past 100 years. The exhibition will delve into the past, present and future of advertising: from the earliest print ads to the latest virtual reality technology. It will also feature a series of events with leading figures from the world of advertising and entertainment.
To find out more about the Festival, visit adfest100.co.uk and use #AdFest100.