Putting the LOLs into OOH: Why are brands overlooking the power of humour in outdoor?
Dave Billing, ECD at Fold7 wonders why – when humour is one of the best ways to cut through and offer cheer in these dark days – are relatively few advertisers are tapping into this powerful tool when it comes to their outdoor campaigns.
Why stills still move
Susie Babchick, Photography and Art Consultant at RSA films, explains why, despite the apparent dominance of video in today’s TikTok terrain, the single, still image is powerful, relevant and set to endure.
The ultimate digital detox... and other unexpected benefits of packaging
In an age dominated by screens, packaging offers brands a rare moment of real-world connection; a tangible touchpoint that builds trust and recognition. Adam Swan, Creative Partner at Derek&Eric makes the case that packaging isn’t an afterthought, but the most powerful expression of a brand’s identity in the physical world.
Prime time is over. Participation is in
Shared screen experiences are largely a thing of the past, but that doesn't mean shared experiences themselves are gone. Manuela Mesrie, Executive Producer at UNIT9, explains how the collective moment has just shifted medium, and how television can still be a part of it.
From screens to scenes: The rise of experiential storytelling
m ss ng p eces managing partner Kate Oppenheim explores how physical experiences have become the beating heart of brand storytelling.
BBH’s picture perfect approach to out of home
With iconic brands such as Tesco, Häagen-Dazs and Burger King, BBH London has been able to create suitably iconic out of home work that has picked up plaudits and admiring glances in equal measure. ECD Felipe Serradourada Guimaraes and CPO Stephen Ledger Lomas tell Danny Edwards about their approach to the medium, its recent renaissance, and why trust trumps bravery.
When the ad break ends, the Christmas story continues outside
Christmas is coming, which means a deluge of festive TV ads is on the way. But, says Jennie Roper, Head of Intelligence at WPP Media OOH, TV spots aren't the only way to a shopper's heart, because once viewers turn the TV off and get onto the street, out of home advertising continues to impact.
From picturesque pints to Twin Peaks fandom: The era of post-TVC creativity
As advertising splinters across platforms and moves beyond the traditional TV commercial format, every frame has to earn its place. Born Social’s Barney McCann argues that it's engagement, rather than polish, that defines modern craft.
Phoebe Smith's rules of engagement
Phoebe Smith at Helo discusses the new art of experiential engagement, and talks to Tim Cumming about her trajectory from the music business to the business of making a lasting impact in the real world.
From output to emotion: Creativity beyond the screen
Storytelling is often contained by the borders of a screen, be that a phone, a TV, a computer monitor... But, says Nick Braccia, Director of Strategy at multidisciplinary creative studio The Mayda Creative Co., creativity is breaking free.
The art of unrest: John Phillips on the power of poster art
Paddington Printshop founder John Phillips, the creative force behind some of the most enduring poster designs that spoke truth to power, has co-founded The Museum of UnRest to tackle social and environmental issues. Lucy Aitken met him at the Museum's pop-up exhibition to find out more.
Off-screen opportunities: The new advertising dimensions
As the TVC in the UK marks its 70th year, Tim Cumming talks to creative experts in the branding world about the new dimensions opening up beyond the world of TV and cinema.