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Jon Elsom, our Executive Creative Director, thinks it’s simplicity that makes this ad so successful... and believes there’s no simpler format than the poster.
“Every creative on every brief should think; ‘so, what’s the poster?'” he says. “It’s still the best way to distil your big idea and test its power.
“In this case, a beautifully simple combo of doughnuts and Scotland makes for a stonking visual,” he adds. “And, pleasingly, it looks like the Campaign Big jury thought so too.”
It’s awesome news; the winners will be announced at the awards event on Park Lane in London on 23 October.