The Big Bus Challenge 2011

National Winner

Client: Compassion in World Farming

Agency: Elvis Communications

Creatives: David McCullough, Seth Jones, John Treacy

Juxtaposing the cramped conditions in which live farm animals are forced to travel with a comfortable, everyday human mode of transport will really help people on and off the bus empathise with their plight. And the same goes for our headline. We’ve used familiar travel terms to further highlight just how different and truly harrowing the animals’ experience of transport really is.

Bus advertising drives (pun intended) home a real insight into an inhumane practice they wouldn’t normally see – but one that continues to happen every day around the world. With Bus’ help, we can help end long-distance live animal transportation.

Compassion in World Farming
Compassion in World Farming
Compassion in World Farming

National Shortlist

Client: B&Q

Agency: McCann Erickson London

Creatives: Graham Ensor, Darran Solan, Geoff Smith, Simon Butler

B&Q’s latest TV commercial shows how they are able to fit bathrooms into any space. We thought the uniqueness of Bus media gave us a greater opportunity to hit home this message to consumers. We took the three distinct media spots to represent three distinct bathroom shapes. We also played with the line to work around this idea. It becomes a visual representation of the awkward spaces people find in their homes.

Furthermore Bus advertising is perfect for reaching a wide urban audience in a relatively inexpensive way. This audience is also incredibly diverse, spanning all target markets and age groups.

B&Q
B&Q
B&Q

Client: Butlins

Agency: iris

Creatives: Phil Kitching, Lou Bogue, Andy Taylor, Shaun McIlrath

What better place to dramatise a total break from the hustle and bustle of our busy lives than on a big red bus crawling through a busy city. Butlins has recently invested millions into exciting new activities for their most important customers - the kids. To celebrate this fact, this Bus campaign shows children enjoying the activities offered at Butlins.

The ads are enhanced further by the great use of media spaces in which they sit, showing clean and simple images of the freedom and fun that a break at Butlins brings. It’s the complete antidote to our stressful day to day lives, and reminds you what it’s like to be a kid again. Happy days.

Butlin
Butlin's
Butlin's

Client: Crown Paints

Agency: BJL

Creatives: Pete Bastiman, Tom Richards, Adrian Dews, Carla Hawkins

Bus advertising helps Crown paints get better coverage. 30 million people see Bus advertising every week. Many of them are commuters, returning each day to a place they like to call home. A place they like to personalise and decorate, paint and furnish.

By utilising Bus advertising we can make Crown Paints top of mind to these commuters as they travel from home to work and back again. We also have the opportunity to demonstrate the excellent quality of Crown Paints in a novel way, to help encourage trial. Using T-Sides, Supersides or Mega Rears we can create the illusion that we’ve painted the bus, and only the white hoardings are left to do.

Crown Paints
Crown Paints
Crown Paints

Client: McDonald’s, Drive Thru

Agency: Leo Burnett

Creatives: Richard Ince, Edward Tillbrook, Justin Tindall

In its simplest form, our idea advertises how easy it is to stop by the McDonald’s Drive Thru. Whether it be a motorist driving along or a pedestrian walking by, the Bus media space allows us to perfectly integrate everyone with the idea of experiencing a McDonald’s Drive Thru. Just like the McDonald’s brand, it will leave a smile on their face.

McDonald’s
McDonald’s
McDonald’s

National Longlist

Client: B&Q

Agency: The Network Ltd

Creatives: Paul Head, Dave Watson

Research undertaken by DIY specialist B&Q indentified that consumers still lack the confidence and knowledge to undertake basic home improvement projects. To counter this they launched a new campaign ‘Let’s do it together’ which communicated ways in which B&Q could help consumers learn the skills to tackle a range of DIY tasks with confidence.

Bus advertising gives B&Q the unique opportunity to showcase the elements of this new campaign by having a close up conversation with the consumer whilst also promoting a variety of relevant products and services. Bus advertising also provided a canvass for a variety of creative messaging.

B&Q
B&Q
B&Q

Client: Changing Faces

Agency: DDB London

Creatives: Chris Lapham, Aaron McGurk, Guy Bradbury

Disfigurement is still a taboo subject even in these current times. To a degree, everyone is guilty of staring or maybe looking twice when they see someone with a disfigurement in public. One of the places that disfigured people find the hardest, and most daunting, is using public transport. Think about it. It’s usually busy, it’s a confined space and it is one place where you know you’re going to be looked at as you get on or get off.

For these reasons, the Bus, as a media, is perfect for delivering Changing Faces message. Not only does it allow us to tap into how disfigured people are treated on public transport but it also allows us to reach a mass audience who wouldn’t normally see such a targeted message around disfigurement.

Changing Faces
Changing Faces
Changing Faces

Client: Clarks Originals

Agency: Clarks In House Design Group

Creatives: Leon Broome, Nick Reeve

The old red Routemaster bus is an icon; an instantly recognisable part of London’s heritage in particular. It lives on, in the fond memories of millions in London as well as elsewhere in the UK. It is also an enduring symbol of London and a no less iconic original is the Clarks Originals Desert Boot. It too has stood the test of time and, virtually unchanged since its debut, the Desert Boot still enjoys worldwide popularity.

It reminds people how important true originals are and how much we all love them. From a purely commercial point of view, urban buses are used as well as seen by millions – many of them will be potential Originals buyers, making the medium ideal for getting our message out there.

Clarks Originals
Clarks Originals
Clarks Originals

Client: CoppaFeel!

Agency: archibald ingall stretton...

Creatives: Rishi Dastidar, Kylie Lewis, Darren Rackham, Paul Grainger, Steve Stretton

As a charity, CoppaFeel! loves to make an impact. Especially one that’s disproportionate to our size. We might be small, but we make a big noise, by being cheeky and eye-catching. Which is why hitching a ride on buses up and down the land is right for us. The space allows us to be bold, and to do something different.

We want as many young people as possible to know to check their boobs; and for everyone else to know that breast cancer isn’t just an older woman’s disease. The more you know your boobs, the more you know the signs that everything’s right, or if something’s wrong. Buses are a great way for us to talk to even more people.

CoppaFeel!
CoppaFeel!
CoppaFeel!

Client: Durex

Agency: Euro RSCG London

Creatives: Tim Langford, Dave Burn, Greg Young, Tivy Jones, Mick Mahoney, Alasdair Graham

Of all the millions of people that Bus advertising reaches, it’s safe to say that a significant number will be in the market for a condom that offers longer lasting pleasure. But you wouldn’t expect a company like Durex to be selling such a personal, private item in such a public environment. But that is exactly why we believe it’s such a perfect medium.

We think that Bus advertising offers Durex the opportunity to be incredibly direct about what Performa condoms have to offer, but in an indirect way. For a split second, a headline like GO PAST YOUR USUAL STOP seems disarming and innocuous and not at all out of place on a Bus side, until the reader spots the strapline and the Durex Performa pack.

Client: ESPN

Agency: RAPP

Creatives: Magnus Thorne, Paul Turner, Adrian Whatman, Simon Hill

ESPN offers sports coverage that appeals to the whole nation. For this particular campaign, the bus was the perfect site, as buses are always seen bearing the ‘drivers wanted’ recruitment posters on the back and side. We’ve adapted that thought for ESPN golf coverage, (tournament would be adapted to time poster runs) using the play on ‘driver’ being a golf player.

The real eye catcher here is the huge ‘salary’ on offer - the sort of sums a golfer can earn, but pretty unlikely for a bus driver! It’s what gives this poster instant stand out and cut through. And of course, it could only work on a bus.

ESPN
ESPN
ESPN

Client: The Foundation for AIDS Research (amfAR)

Agency: Kenneth Cole Productions

Creatives: Stephen Wyatt, Jisoo Kang

Over 75% of people in the UK still practise unsafe sex. Spreading this message around large cities will remind people to be careful when they’re out dating or travelling home with a new sexual partner.

The Foundation for AIDS Research (amfAR)
The Foundation for AIDS Research (amfAR)
The Foundation for AIDS Research (amfAR)

Client: Glaceau Vitamin Water

Agency: Sedley Place

Creatives: Togs Dalton, Alistair Patrick

Glaceau Vitamin Water was launched in the UK in 2008 as the original Vitaminwater from New York. Its prime target audience is adults aged 16 to 24 and has built brand equity through selective partnerships, celebrity endorsement and festival activity. Not only do Buses deliver the target audience in spades, but it does so in the context of the high street and inproximity to retail outlets.

Our creative execution is based around tying typical bus phrases and terminology, with the key refreshment and brand cues whilst retaining the Glaceau humour. The brands bold colours and pack design lend it perfectly for eye catching Outdoor creative.

Glaceau Vitamin Water
Glaceau Vitamin Water
Glaceau Vitamin Water

Client: The Guardian, guardianjobs.co.uk

Agency: RAPP

Creatives: Clare Wilson, Jacob Kirk, Jeff Osborne, Paul Turner

Every weekday morning and evening, millions of city dwellers join the rushhour commute to and from work and many of them are thinking the same thing: ‘Why does it feel like my career is going in the wrong direction? Bus advertising offers the perfect opportunity to reach their target audience.

The back of the bus has been transformed into the front of the bus, so that anyone travelling behind has the impression it’s heading towards them. And anyone looking at the sides of the bus sees people’s legs facing in the opposite direction. Whatever way they look at this back-to-front bus, commuters are reminded that guardianjobs.co.uk can turn their career – and their whole life – around.

The Guardian
The Guardian
The Guardian

Client: Hamleys

Agency: Draftfcb

Creatives: Donna Williams, Susan Mansfield, Mark Fiddes

Everyone knows and loves the Hamleys London toy store and now everyone can visit it. The choice is extensive from well-known brands to Hamleys own collection. In other words, the website has all the toys in all shapes and sizes. Bus is the perfect environment to advertise the fact that the magic of Hamleys is available to everyone, nationwide.

Toy buses are highly collectable and one of the most popular toys for children. What better way to promote the finest toy store online than with a big red toy bus that actually drives around? Also, the big red bus is symbolic of Hamleys. After all, they’ve even parked one in the store.

Hamleys
Hamleys
Hamleys

Client: Hobgoblin Ale

Agency: Wild Colonial Boys

Creatives: Dean Turney, Jeff Suthons

‘Take the next bus, Lagerboy, this one’s for flavour’ is a pop at lager drinkers, who, as perceived by ale drinkers, imbibe a tasteless, fizzy substance. The Hobgoblin character doesn’t suffer fools gladly. He is ‘Deliciously Dark’ and unswervingly cruel to lagerboys. This strategy has seen Hobgoblin take on the mantle of spokesman for the sector, and ale drinkers flock to our brew - number 7 premium bottled ale when the campaign started, now number 2.

Buses offer a highly visible format for us to continue our assault, and densely populated areas will be a happy hunting ground. Who knows, in our crusade we might even convert some lagerboys!

Hobgoblin Ale
Hamleys
Hobgoblin Ale

Client: Homebase

Agency: Meteorite

Creatives: James North, Terry O’Neill, Dan Douglass

Our demographic is very broad – and as a destination retail brand with nationwide coverage, we’re also highly visible in people’s lives. ‘Homebase’ is an important part of the backdrop to people’s everyday lives. We are an everyday consideration. From lighting to furniture, the brand is about inspiring – value, quality and breadth of range are key components in this and urban audiences are a major part of our market.

Time poor, these audiences are generally the most in need of DIY support. The chances are that most urban bus routes will take in a Homebase store somewhere along the line – so it’s a natural fit, and delivers a bus-load of personality for a brand that prides itself on its accessibility.

Homebase
Homebase
Homebase

Client: KIWI

Agency: Geronimo

Creatives: Duncan Mackness, Pete Williams, Jameson Thomas, Jason Andrews

Get on a morning or an evening bus and you’ll find it crammed with commuters going to or leaving work. And what are these commuters wearing? Shoes. The passengers on our buses have all used KIWI shoe polish. And the result? Shoes so shiny they light up the T-Side and Superside of the bus.

These shoes sparkle and if you’re passing on the street or on the road, you can’t help notice the light emitting from the passengers shoes through the side of the bus. The city is packed with people wearing shoes and they want their shoes to be as shiny as the ones they’ve seen on the bus. KIWI shoe polish will see to that. “Ride and Shine”.

KIWI
KIWI
KIWI

Client: Lego, Duplo

Agency: JWT

Creatives: Mandy Gould, Laura Harrington, Nick Thompson, Dave Woods

Although Duplo is intended for children, this campaign has to reach awider audience including parents, adults and teachers in both schools and nurseries too. National Bus advertising will give potential buyers of any Duplo product the opportunity to engage with the campaign that potentially travels around the country.

A child’s face lights up when they see a bus and linking this with Lego Duplo – one of their favourite toys – will amaze a child. Recognising their toys in the real world stimulates early learning in children, which is exactly what parents like to see. The campaign will expose them to how Duplo fuels a child’s creativity and encourages their imaginations to grow.

Lego, Duplo
Lego, Duplo
Lego, Duplo

Client: Lost Arts

Agency: This is Real Art

Creatives: Paul Belford

Lost Arts has been set up by eight trade unions: Musicians’ Union, Equity, The NUJ, BECTU, The Writers Guild of Great Britain, UNITE, Prospect and PCS. It’s a three year campaign to catalogue the effects of Arts Council and Local Government cuts to the arts.

Its aims are to celebrate the economic, cultural and educational value of the arts and to remind everyone what we are losing. It will be powerful evidence when government arts budgets are next reviewed in 2015. Bus advertising is an ideal medium to publicise the campaign because Bus advertising is often used to advertise the type of cultural events that are being lost, keeping the issue of arts cuts front-of-mind.

Lost Arts
Lost Arts
Lost Arts

Client: LOVEFiLM

Agency: 18 Feet & Rising

Creatives: Stephen De Wolf, Max Weiland, Noreen Khan, Matt Keon

We wanted to tell London that LOVEFiLM offers more than just films. We took one of the most iconic platform games, Tetris, and turned the Bus space into a visual gaming station.

The geometric shape of the Bus side compliments the geometric shapes of the Tetris pieces, making more of the medium while communicating the LOVEFiLM offer in an entertaining way.

LOVEFiLM
LOVEFiLM
LOVEFiLM

Client: Magners Original

Agency: Elvis Communications

Creatives: Mat Prime, Matt Daymond, John Treacy

This ad would use the motion of a bus to create an engaging visual. This would help convey the message that: Magners Cider is so good, you won’t want to spill a drop. The glasses would be made of thin sheets of acrylic, sealed around the edges, and filled with a coloured liquid to represent Magners cider. As the bus stops and starts and turns corners, the liquid would swill about, but never spill.

The bus travels past a multitude of potential consumers at numerous locations throughout a town or city and so can target everyone from pedestrians to motorists to people relaxing in city parks.

Magners Original
Magners Original
Magners Original

Client: Make Mine a Builders

Agency: Elmwood Design

Creatives: Emma Stratton, Ben Greengrass, Ollie Mason, Tet Marti

Britain’s old cup of tea has been swapped for alternatives such as fruit and herb blends and specialty teas. Make Mine a Builders aims to reverse the trend with a bold, no-nonsense, full flavoured brew. The advertising idea communicates a hard working alternative to pretentious, insipid fruit and herb and specialty teas.

Bus media would be effective for Make Mine a Builders as the message pokes a finger in the eye of more established brands and will resonate with an urban audience. Make Mine a Builders is a relatively new and small brand and has only recently expanded distribution to all major supermarkets. This has resulted in the brand thinking about above-the-line advertising for the first time.

Make Mine a Builders
Make Mine a Builders
Make Mine a Builders

Client: The MicroLoan Foundation, Pennies for Life

Agency: DLKW Lowe

Creatives: Rickard Beskow, Eva Wallmark, Michal Sikiewicz

For a small charity like The MicroLoan Foundation, buses represent a huge, moving medium, with massive national coverage. Our ‘Pennies for Life’ campaign, which aims to collect unwanted small change in this country, in order to make massive change to the daily lives of some of the poorest women in Africa.

With a simple headline that also builds with the visual image to deliver our message: “Your small change means big change for her”. The MicroLoan Foundation is a London-based charity that provides small loans, business training and mentoring to women in Africa so that they can help themselves out of poverty. Crucially, the charity uses very small amounts of money to make a disproportionately large impact for the poorest people.

The MicroLoan Foundation, Pennies for Life
The MicroLoan Foundation, Pennies for Life
The MicroLoan Foundation, Pennies for Life

Client: Oreo

Agency: Draftfcb

Creatives: Donna Williams, Susan Mansfield, Alistair Ross

Snacking on-the-go is one of the most important contemporary trends in the food industry today. As time pressures and other factors converge to reduce the number of sit-down meals, on-the-go biscuit snacking increases. Mini Oreos are a perfect solution for mum.

Because of its huge size the bus is the perfect medium to tell mums that Oreos have shrunk. The bus is constantly mobile so it’s the perfect medium to tell mums that Oreos are ideal for her family that are constantly on the move. As the bus travels around, parents and children are reminded that Oreo are a playful, fun brand and the perfect on-the-go snack.

Oreo
Oreo
Oreo

Client: Post-it

Agency: Ogilvy Action

Creatives: Ric Blank, Adrien Raphoz, Paul Garner

The post-it note and the bus have a lot in common. Both are found on the high street. Both are tough and resilient and both seem to have been around forever. In fact, both are the sorts of brands you would struggle to live without if, God forbid, that day ever came.

The bus provides access to a wide range of consumers; in high streets, bus stops and beyond. It’s constant (the bus never moves too quickly), big and bold. The new Super Sticky notes use the bus to imply that they are so strong that they could survive a journey, stuck on the side of a bus. And, let’s face it; you’ve got to be tough to survive a day stuck on the side of a bus.

Post-it
Post-it
Post-it

Client: Prudential

Agency: Leagas Delaney

Creatives: Adam Arber, Chris Felstead, Nigel Roberts

People put off thinking about their pensions. They know the issue is there but they don’t want to face it. It’s like the elephant in the room. Bus media perfectly suits the idea. The double-decker bus is one of the biggest things on the road. It’s something you can’t miss. And the sight of a bus travelling down the street decked out to look like an elephant should be impossible to ignore.

The Bus audience is also a key target market. People travelling to and from work should be putting aside money for their retirement. But a large portion of them are putting it off. With this campaign we want to bring the issue of pensions out into the open./p>

Prudential
Prudential
Prudential

Client: Queen Theatrical Productions, We Will Rock You

Agency: Dewynters

Creatives: Patrick Roberts, Bob King, Alison Collantine

We Will Rock You is based on the music of an iconic British band, Queen so it makes sense to advertise on another British icon, the red double-decker bus. This is a big, bold show that benefits from big, bold advertising, and there are few better spaces than the side of a bus.

Our T-Side displays strong branding alongside a witty, snappy line that plays with both the phenomenal success of the show and the huge popularity of the bus itself, to produce the memorable line “Standing Ovation Room Only”. The idea here, aside from the word play, is to raise awareness of the show: Queen have a vast fan base from all walks of life, and what better way to reach them than to advertise on the side of a bus in cities and towns across the country.

Queen Theatrical Productions, We Will Rock You
Queen Theatrical Productions, We Will Rock You
Queen Theatrical Productions, We Will Rock You

Client: Sony Ericsson, Xperia Play

Agency: iris

Creatives: Carly Williams, Tian Murphy, Andy Regan

Sony Ericsson’s Xperia Play is all about smartphone gaming on the go. No other phone allows you to play Playstation games on Playstation controllers wherever and whenever you feel like it. And our audience is happy to always be on the go, because now they have a phone that reflects their lifestyle.

Bus works perfectly for us. It allows for engaging advertising that seamlessly integrates into our audience’s personal space without being intrusive. Bus also allows us to deliver short yet sharp messages in just the amount of time it takes our audience to lift their eyes up from their phone, take in our ad, then back down again. Cheers Bus!

Sony Ericsson
Sony Ericsson
Sony Ericsson

Client: Stannah

Agency: Leagas Delaney

Creatives: Nigel Roberts, Alan Cinnamond, Simon Toy

The high impact media of Bus side advertising, and its consistent visibility within our target audience’s environment, is a great match for Stannah stairlifts. And, of course, the fact that double decker buses have stairs make it an ideal opportunity to reference the benefits of our products to people who have difficulty with using the stairs in their own homes.

Stannah
Stannah
Stannah

Client: StartUp Britain

Agency: Concept Cupboard

Creatives: Sam Bevington, Tim Hawkins, Dave Hobbs, Andy Ray

StartUp Britain is a new campaign by entrepreneurs for entrepreneurs. Its aim is to celebrate, inspire and accelerate enterprise in the UK. The aim of our campaign is to ‘challenge’ prospective entrepreneurs to seek help from StartUp Britain to turn their ideas into reality.

Bus media is the perfect solution for this campaign. Firstly, it puts the campaign in front of commuters in high footfall locations. This is perfect both for reach and relevance. Our message is particularly timely during the daily grind of the commute. Secondly, Buses provide more opportunity for relevant creative tailoring than other media .This allows us to deliver our key messages in a way which is significantly more impactful than it would be in other channels.

StartUp Britain
StartUp Britain
StartUp Britain

Client: Supercuts

Agency: Rees Bradley Hepburn

Creatives: Mike Kalin, Stuart Jackson

Supercuts offer great style and great value with no appointments. So when a bad hair day strikes, you can just drop in and walk out feeling fabulous.

The creative focuses on the idea of an instant fix at your nearest salon - and with over 170 salons across the UK, (including many in every city centre) we’re sending out a clear message that a great look is never far away. Urban Bus advertising gives us the opportunity to talk to millions of potential customers in a simple, humorous way.

Supercuts
Supercuts
Supercuts

Client: Superdrug, Solait

Agency: RAPP

Creatives: Becky Wass, Carl Winterbourne, Adrian Whatman, Jeff Osbourne, Paul Turner

Nearly half of Britons suffered sunburn last summer and many more are willing to risk it again in their search for the ‘perfect tan’. Getting burnt cannot be seen as something that’s fashionable or cool. So what better platform to enforce this message than an iconic bright red double decker bus, something that will be seen out in open sunlight and by thousands of people on a daily basis.

The message is simple, this bus looks good in bright red, and people don’t. Superdrug knows fully well the dangers of sunburn and would be the perfect brand to promote this important message, and the solution? Superdrug’s very own 5 star Solait Sun Lotion.

Superdrug
Superdrug
Superdrug

Client: Virgin Games, Bingo

Agency: superstructure® london

Creatives: Bruce Menzie

Since the demise of playing bingo in halls due primarily to the smoking ban, millions more players now play bingo online. The awareness of Virgin Bingo is small compared to the major players like Foxy Bingo and Jackpot Joy. The primary online bingo demographic is primarily urban, less affluent, middle and young middle age mums with kids but probably no car, who therefore rely on public transport.

Advertising Virgin Bingo on buses will raise awareness and resonate with our target market probably more effectively than with any other medium. Our campaign’s promise of helping them escape from their life of drudgery via the combined relevance of bus numbers and route numbers is custom made for buses.

Virgin Games, Bingo
Virgin Games, Bingo
Virgin Games, Bingo

Client: Volkswagen Shuttle

Agency: iris

Creatives: Leigh Wallace, Neale Horrigan

This idea is a parody of the classic bumper stickers, which claim ‘my other car is a Porsche’. However, in this ad we highlight the similarities between the bus and the Volkswagen people carrier.

The bus is central to this idea and the perfect medium for the message. After all, our audience are travelling around town ferrying passengers in their cabs, or they are busy parents being treated like a taxi by their brood. Both of these audiences are sat in traffic on a daily basis. If you’re driving a people carrier, why not make it a good one and choose a Volkswagen? The Bus media delivers this message effectively and does it in a way that cannot be ignored.

Volkswagen Shuttle
Volkswagen Shuttle
Volkswagen Shuttle

Client: Wonderbra

Agency: iris

Creatives: Phil Kitching, John O’Sullivan, Shaun McIlrath

The iconic Wonderbra product is available on every high street up and down the country, so what better media to advertise on than a Bus side, reminding shoppers of the iconic underwear maker at a time and place where they are making purchasing decisions.

These copy based ads all make use of the word ‘bus’ to avoid being gratuitous and replace it with humour to get our message across. The campaign has real standout with big white type sat on a black background and puts a smile in the mind of anyone who reads it.

Wonderbra
Wonderbra
Wonderbra