Targeting benefit fraudsters, wooing female swimmers and igniting Latin spirit - outdoor shows versatility.


Client Department for Work and Pensions

Creative agency Arc Marketing/Leo Burnett

Media agency MediaVest

Outdoor specialist Portland Outdoor

Period July 7- August 4

The Department for Work and Pensions has taken to the streets to discourage people from taking paid work while claiming benefit.

An ambient campaign featuring ads on lampposts and in washrooms is designed to mimic 'cash-in-hand' executions used by some employers.

At first glance the lamppost ads appear to offer an opportunity to earn easy money, but a closer look reveals the line: 'The only thing benefit fraud will earn you is a criminal record'.

The ads also use the 'targeting benefit fraud' logo used in previous activity on standard outdoor formats, building on the awareness created by earlier anti-fraud work.

The washroom activity, which adopts a similar creative approach, features across the UK, while the 5000 lamppost ads created by Arc Marketing and erected by Madmedia can be found in 18 boroughs.

Locations targeted include Darlington, Halifax, Inverness and Falkirk, as well as larger conurbations including Birmingham, Manchester and parts of London (Merton and Harrow are included).


Client Bacardi

Creative agency McCann-Erickson

Media agency Universal McCann

Outdoor specialist Poster Publicity

Period July 16-27

Bacardi has turned to cult German artist Olaf Hajek to encourage Londoners to get into the Latin spirit.

The rum brand used more than 1200 six-sheets on Adshel and other roadside sites as well as locations in the Underground to launch the first in what it hopes will be a series of distinctive posters for the mature brand.

Although Hajek regularly works for The New Yorker and LA Times and has also done work for Nike and Daimler Chrysler, this will be his first major UK exposure.

The three new executions feature traditional Latin colours and textures in a naive style to illustrate these taglines: 'Dance Like No One is Watching', 'Love Like You've Never Been Hurt' and 'Party Like You Don't Need to Work'.

The posters were sited at key drinking circuits including Hoxton, Covent Garden and Camden to hit the brand's target audience of 18- to 24-year-olds. Sixty per cent of the posters were within 30 metres of a bar and 33,000 postcards were also distributed in style bars.

Bacardi marketing controller John Burke says: "These are the first in what we hope will be a series of executions following a similar theme exploring facets of life and showing how a Latin Quarter attitude can transform situations.

"We wanted to communicate our core advertising idea of relief."


Client Lever Faberge

Creative agency JWT

Media agency Initiative Media

Outdoor specialist Concord

Period July 28-August 10

Lever Faberge has been targeting swimming pools and retail outlets with its new Sunsilk daily wear-and-tear range.

The shampoo and conditioner variants are aimed at women at a time of year when many are thinking about extra haircare. The creative execution features a woman with a hairclip shaped as a lifebelt.

The latest burst follows a series of outdoor campaigns for the Sunsilk range, which launched in the UK in March. Sunsilk hopes that offering six variants such as 'wear-and-tear' and 'frizz' rather than the traditional dry, normal or greasy split will build a strong position in the UK.

In April the outdoor strategy included an inflatable poster four times the size of a 48-sheet, erected at sites like Lakeside and Bluewater.

The variants were also put on bus sides. They included more detail on the benefits of the hair care range.

In May there was a major push for Sunsilk's anti-frizz products. Bus mega-rears featured the tagline 'Drive away frizz', while lenticular posters in cinemas enabled filmgoers to see a female model move her head as they walked past.


Client Holsten Pils

Creative agency TBWA\London

Media agency MediaVest

Outdoor specialist Poster Publicity

Period August to December

Holsten has started a new outdoor campaign to reclaim contemporary relevance for the lager brand.

Four outdoor executions will use the tagline 'It's what's inside that counts', starting with a presence on 48- and 96-sheet posters as well as Underground activity in key urban areas.

The creative strategy follows research revealing that taste is the most important factor for 75% of all consumers when it comes to selecting a premium packaged lager.

One execution features a heavily pierced man reading a book entitled How to be the Perfect Husband, while another shows a supermodel wearing particularly unattractive underwear.

The campaign will aim to hit a broad audience and with activity continuing until Christmas the idea is to sustain its presence on the streets. Outdoor will be supported by ads in men's titles such as FHM, Loaded, Q and Four Four Two.

The campaign aims to reach 40% of men aged 18-plus across the country and 69% of the same group in key urban areas.


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