Regional Shortlist

Dry eyes can drive anybody crazy. Especially if they’re stuck in Oxford Street traffic at 6pm on a summer’s day, soaking up the fumes spilt from a thousand exhaust pipes.

It’s arguable that fighting the London rush hour is crazy to begin with. For dry eyes, it’s the absolute worst place to be. For an ad highlighting a condition that makes people feel like they’re going insane... it’s the absolute best place to be.

Is there a better medium than Bus advertising for our knife crime message? Probably not. The bus weaves its way through the very streets and towns where knife crime is prevalent. Our target audience are able to act there and then, be vigilant and report any suspicious behaviour.

The bus stop analogy in the creative treatment also allows us to ‘personalise’ the message. This is not a blanket, distant, general message – indeed the scale of the problem is across the whole of the UK. But it is happening in your area, on your streets where you live, shop, go to work. Do something about it. Now.

You are more than twice as likely to die if you don’t have a working smoke alarm. It’s not a sexy message and it can sound like we’re nagging. So we have to convey it to our audience in shocking, amusing and relevant way and Bus is one of the best mediums for this. It’s big, bold and grabs their attention when they’re doing what they do best… on the move, working and living in London.

So the Big Bus Challenge gives us a unique opportunity to speak to a group of people who really need to listen using an iconic medium and getting directly onto the streets of London

We know that many people travel to supermarkets via public transport and Sainsbury’s Alperton is in an advantageous position with buses that lead direct to the store. The creative execution attempts to entice family shoppers to come to Sainsbury’s with a unique value message involving the bus itself, specifically the number of the bus.

Value communications are highly motivating for shoppers but are common in the market, yet by using the number of a local bus, in this case the 245, we are able to communicate some of the great deals available at Sainsbury’s in a distinctive way, that will feel personal to our shoppers’ lives and tempt them to stop by.

Obesity is a huge problem for the borough of Barking and Dagenham, which has the highest adult obesity rate in the UK. Our idea uses Bus advertising to tackle this problem in the most visually arresting way possible, suggesting that people can lose weight simply by slightly increasing the distance they walk daily.

Bus advertising is the perfect medium as it communicates the idea in an environment where people can instantly react. Getting off the bus one stop early is a simple action that increases people’s levels of exercise without much effort. Using photography of overweight people allows us to communicate the visual reality of being obese, helping the consumer relate to the issue.

Bliss is a UK charity that campaigns on behalf of premature and sick babies for improved facilities and health worker training; funds research into premature birth; and supports babies’ families. Bliss needs to increase its presence outside its immediate community and earn a place alongside more vocal ‘issue’ charities.

Bus makes sense for Bliss for a couple of reasons. It has an ‘of the people’ appeal that matches the demographic Bliss wants to reach – no matter who you are, your baby could be premature and a regional campaign makes sense for Bliss. While its supporters are spread nationally, it is headquartered in London, and much of its activity is currently focused on the south east of England.

Freederm Fast Track reduces redness. So what better way to demonstrate that than use our space to make it look like the Freederm pack is turning parts of the iconic red London buses blue! We know our 16 to 24 year old target audience is likely to be out and about and using public transport.

And in terms of relevant promotion? Well, imagine you’re on your way home, and you get that dreaded feeling, you know you’ve got a spot coming on, what’s worse - you’re out on a date later! Suddenly the answer pulls in to the bus stop right in front of you. Time for a quick detour to pick up some Freederm Fast Track.

Kielder Water & Forest Park is a unique hidden tourist destination. The Park is managed by a charity working to develop economic, social and environmental sustainability, provide public recreation and leisure facilities and educate in all aspects of the natural environment.

As we operate as a charity we have not had the opportunity to promote our hidden gem and Bus advertising would dramatically increase awareness of our destination nationally by reaching 30 million people every week and promoting a remote location in busy, sometimes hectic urban areas. Kielder can be reached easily for a day out, weekend or holiday and has so much to offer including mountain biking tracks, Ospreys, red squirrels and The Kielder Observatory.

You are more than twice as likely to die if you don’t have a working smoke alarm. It’s not a sexy message and it can sound like we’re nagging. So we have to convey it to our audience in shocking, amusing and relevant way and Bus is one of the best mediums for this. It’s big, bold and grabs their attention when they’re doing what they do best… on the move, working and living in London.

So the Big Bus Challenge gives us a unique opportunity to speak to a group of people who really need to listen using an iconic medium and getting directly onto the streets of London

Every weekday in London, over 6,800 scheduled buses carry around six million passengers on more than 700 different routes. These moving media platforms will be seen, on average, 5 times per person per day, and reach nearly 14 million Londoners.

Our research suggests that Londoners lose or throw away a staggering £8,000,000 worth of spare change every single year. We’ve calculated that, at this rate of disposal, you could pretty much fill a London bus with discarded spare pennies in just six weeks. So our Mega Rear and Streetliner are designed to look as if the bus is literally filled with pennies: like a huge, moving money-box. Having highlighted the amount thrown away, we then simply invite the people of London to throw the money our way instead.

Trunki and buses are brothers under the skin - they’re both modes of transport that kids adore. Children love double-decker buses. This makes Buses the ideal medium to place a high impact message. Give the kids of Bristol ‘ownership’ of the Trunki brand to create civic pride and spark their imagination.

Through the creative we’ve tried to subvert the adult world with the alternative reality, and scale, of Trunki occupied by children – and the fantastic lost world of Trunkisaurus populated by dinosaurs.