Discussing the chosen design, FAB's judge, project leader Captain Karen Tait MBE spoke about the charity's mission, to provide fun and challenging activity breaks for families coping with bereavement through the British armed forces: the charity was conceived because military widows felt isolated, broken and forgotten; FAB aims to rebuild those lives.
"It has been truly FAB to see not just the volume of submissions, but also the imaginations of those creators who put their ideas in picture."
"The task was hard: to represent the military in the design, but not overpower our aim of awareness. For me Emma has captured this by using objects that represent children, and the heart of the home, which we hope to assist in rebuilding."
When discussing this round's designs, Campaign's global editor-in-chief, Claire Beale, called them "thoughtful and moving, with a lot of sympathy. The standout posters had the brief clearly in mind, and hinged on a striking image that will stop passers-by."
And from the artist herself? Emma Maloney spoke from the heart about what FAB's message meant to her "I lost my dad to cancer when I was 13, and without the love and support of my mum, family and friends, I wouldn't have been able to get through it. Perhaps this is why I have such a strong connection with this rewarding brief. What FAB does is truly amazing and exactly what families going through bereavement need to rebuild their lives."
For Primesight's judge, CEO Naren Patel, this was a difficult message to convey in the simplicity of a billboard but "Emma struck the right tone with a design that grabs your attention and instantly tells you what FAB is all about."
Sam Ball, creative director at M&C Saatchi felt the entries were created with an abundance of joy and love, but did need finessing. "The keen eye of an art director could have transformed a number into contenders."
Could you be a contender? The third and final round will be out in due course, supporting the work of Rays of Sunshine, a charity granting wishes to seriously ill children. As with this round the chosen execution will feature in Campaign and, of course, on whopping big outdoor ads across Primesight's Network.
In association with Campaign and Talenthouse, Primesight has created The Ultimate Canvas to support charities in need of profile raising, using the strong relationship between out-of-home and the creative industry. Click here to read more about the first round of The Ultimate Canvas and look out for updates later this year on the third round.
Watch out for the campaign going live on Network in December.