What’s happening to the humble poster? It used to be six, 12, 36 or sometimes 48 sheets of paper pasted up onto a billboard with a headline no longer than 10 words.
In May, The Partners won D&AD Gold when, to get more people to visit the National gallery, they created identical copies of several of its masterpieces and hung them on walls around London.
Leo Burnett, Chicago won a Clio with McDonald’s when they grew 16 types of lettuce on a soil-based poster site and BBDO New York took Gold from the London International Awards with their campaign for the BBC created out of cables strung from apartment windows.
Stretching the poster is something BBDO NY seem to be particularly keen on doing these days. They were the guys who won Outdoor Gold at Cannes with a five-minute film projected onto the side of an apartment block for HBO. Jung von Matt won at the Cresta Awards and at New York Festivals with Ravensburger. The idea was to take make city-centre building sites look like giant Ravensburger jigsaw puzzles.
Design Factory has found ways you can spray graffiti onto Ecko Foundation sites using your mobile ‘phone and AIM Proximity got Frank’s Ginger Beer onto Youtube simply by putting some ginger sheep in a field beside a poster.
Colenso BBDO in Auckland, New Zealand, put up a poster for Deadline Couriers with an electronic clock running down to the moment when it would self-destruct. The promise was ‘When we give a time, we mean it’ – and this poster got on telly. The national news covered the story.
Perhaps the most innovative idea of the lot, though, comes from Ogilvy Pristina , who won the Grand Prix for design at The Golden Drum Awards with an idea that was half-poster, half-event. They commemorated the independence of Kosovo as a state by creating a sculpture of the word ‘Newborn’ and getting the citizens of the new state to sign it, starting with the new President and his Prime Minister.
Long live the insane art-director – as a famous poster from yesteryear once proclaimed.
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