Announced today in Campaign is the chosen poster design for our third 'Make an Impression' initiative, aiming to raise awareness of smaller charities without the resources to fund nationwide campaigns. The chosen design shows that posters and great outdoor creative are still as relevant, powerful and effective as ever at engaging consumers on the go.
On this final run of 'Make an Impression' –
in partnership with
Talenthouse and Campaign – we invited creators worldwide to take things back to basics, with an inspiring out-of-home
creative brief for our chosen charity, Rays of Sunshine, which grants wishes to sick and terminally ill children and in 2015 alone received over 1,000 requests.
Sitting on the judging panel were Jane Sharpe, CEO of Rays of Sunshine, Matt Lever, creative director at VCCP, Claire Beale, global editor-inchief of Campaign, Nicola Roberts, ECD at Bray Leino, and Naren Patel, CEO of Primesight, who had the difficult task of deciding which arresting visual of the 460+ submitted had the biggest impact.
The chosen design will appear on 50 sites across our premium digital roadside Network throughout the UK, with the winning artist picking up $1,000. Patel described this round as being the toughest a panel has had to judge, as the quality of the submissions had been so high.
But there could be only one chosen design.
Copy: Mary Weir c/o TBWA\London • Art direction: Dan Kenny TBWA\London • Illustration: Javier Pérez
The work, 'Balloons', will be part of a UK-wide campaign to raise awareness for Rays of Sunshine, and as Jane Sharpe said 'Every day of the year, Rays of Sunshine enables seriously ill children to fulfil magical wishes which they previously never dreamed possible.
'This simplistic yet impactful design communicates that message very clearly, which is why it came out on top against the other entries. I am excited about seeing the design go live on the billboards and the impact the ad will have on our charity.'
Beale added: 'It's such an important, moving cause that it clearly brought out the best in the participating creatives, as there were so many interesting and inspiring ideas submitted. It was the simplicity of 'Balloons' that made it stand out. It had a clear impact and a lovely light touch.'
'This was a particularly difficult round of judging, with some excellent submissions,' Patel said. ''Balloons' represents the hopeful, positive and uplifting message that Rays of Sunshine spreads to children through its important work. I'm looking forward to seeing this design raise awareness on our billboards nationwide.'
Demonstrating the power of great poster work, Bray Leino's Nicola Roberts said 'I love the simplicity of this poster. It has real cut-through. It's clear, charming and clever, making me feel full of hope and positivity about the cause – so much so, I just donated. Let's hope others do too.'
And in our favourite quote from all three rounds of Make an Impression, 'Grape stuff,' said Matt Lever of the design, which incorporates a photographic image of the fruit and an illustration. 'A vine winner, and fitting that it should pip the competition to the post. Best of the bunch.'
And that's it. Over the past three creative invites we have seen hundreds of entries come from Talenthouse's community of 750k creators all over the world. From the brilliant to the barmy, their work has proven that great outdoor work is still so important – and can change lives.