Advertisement shot by Rob Murray. Image copyright Rob Murray.
Will Thacker and Blake Waters of KK Outlet have won the Big Poster Challenge launched earlier this year by LPA (Lisa Pritchard Agency), the Mental Health Foundation and Clear Channel Outdoor.
The competition invited creatives from advertising and design to produce a poster campaign addressing the impact of stress, and promoting the benefits of ‘mindfulness’ in alleviating it. The campaign attracted over 70 entries, but Thacker and Waters clinched it with an innovative concept focusing on three major contemporary concerns – bills, babies and work. Their work can now be seen across the UK on six- and 48-sheet posters.
“The winning creative concept was daring, visually arresting, and a brilliant encapsulation of both how stifling stress can be and how important it is that people find a way of managing it in their lives,” commented competition judge Harry MacAuslan, of international advertising agency Leo Burnett Worldwide. “It brings home the need for mindfulness and the work of the Mental Health Foundation in a way that the public will really be able to relate to.”
Thacker and Waters work for KK Outlet (London office of the cult communications agency KesselsKramer) and have over 11 years of advertising experience between them. The pair say they were attracted to the Big Poster Challenge by the unusual charity brief, the industry-leading judges, and the chance to create a national outdoor campaign. The images were shot by LPA’s Rob Murray and produced by LPA production.
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