CHI wins CBS Outdoor contest

CHI & Partners has won CBS Outdoor’s London Creative Challenge 2009 with its bus creative for Anchor Butter.

CBSO London Creative Challenge winner
CBSO London Creative Challenge winner

The creative carried the strapline “Our cows are free to roam.”

The London Creative Challenge started over 6 months ago when CBS Outdoor challenged creative agencies to come up with the most engaging and innovative campaigns for the bus advertising medium.

More than 100 entries were received from creative agencies across the UK. The competition saw nearly a quarter of a million votes cast and the judging panel included Guy Moore, creative director at Leo Burnett, Sean Meikle, business director, Head of Outdoor at PHD, Simon Labatt, creative director and co-founder of Saint and Clare Watson, brand communications manager at Pizza Hut UK.

As the winner, CHI & Partners will receive a free bus media campaign in the city of its choice plus a UK-based break for the winning creative team.

CHI & Partners’ winning campaign presented Anchor as ‘the free range butter company’ highlighting the issue of free range produce.

The judges stated that “the bold headline that cows roam free all year round communicates a simple product fact with playful visuals to convey the brand message using the powerful outdoor medium.”

Peter Charlton, national sales director at CBS Outdoor comments: “Posters on the side of a bus really catch people’s attention – just look at the impact of the Atheist Bus campaign. It’s a proven advertising medium that delivers both creativity and return on investment. Cadburys used the medium earlier this year to amplify their campaign and connect with the consumer on the street and results show it really worked.”

“The entries show how the creative industry is using the medium to develop stand out campaigns which capture consumers’ attention as they are increasingly spending more time out and about.”

London Creative Challenge – Grand Prix Final Round
13 agencies were in the Grand Prix Final Round:

Agency Client
Union (Scottish entry) Visit Scotland
Haygarth Majestic Wine
Saatchi & Saatchi T-Mobile
MCBD Time to Change
Toucan Ocean Spray
Sell Sell Crisis
Nexus/H Suzuki
VCCP Texaco
Euro London Nicotinell
Cowan Group Travel Alberta
CHI & Partners Anchor
Bluefrog (Wild Card Winner) The Prostate Cancer Charity
RBH (Regional Winner) Freya Lingerie (Eveden)

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