JCDecaux Airport Creative Column Competition Results

By The Drum, Administrator

March 14, 2003 | 4 min read

1576's winning giant kebab for Direct Holidays.

Six weeks ago The Drum and JCDecaux Airport joined forces to launch a competition inviting Scotland’s advertising, design, marketing agencies and clients to dream up the most creative way to use the five Wilmotte-style columns that JCDecaux Airport has situated at Scotland’s three major airports, in Edinburgh, Glasgow and Aberdeen.

Agencies were given four weeks to come up with as many creative concepts for the columns as they could for their clients and, by God, did they go to town.

The response from agencies was incredible, with 59 individual creative entries arriving at The Drum’s offices by the deadline.

The judging took place on 4 March, and sitting on the panel were Trevor Pereira, retail director at BAA Glasgow, Richard Malton, marketing director of JCDecaux Airport, Murray Bothwell, director of regions at JCDecaux Airport, Julia Nex, marketing executive of JCDecaux Airport and Richard Draycott, editor of The Drum.

As the judging got underway it was agreed early on that, to stand any chance of winning the prize of a month’s worth of free media space on the JCDecaux Airport Wilmotte columns during April, entries must meet a set of criteria:

ï Appropriateness to the airport environment

ï Best use of the column medium

ï Overall impact

ï Practicality

ï Creative thinking.

And so, after three hours of poring over the 59 entries, all of which were of a very high standard, as the following pages will pay tribute to, the judges decided to award the first prize to 1576 for its creative concept (a six feet 3D donner) for Direct Holidays.

Speaking of the winner, the judges concluded: “The winning entry is fantastically direct. It is exactly the way that this medium should be used and this execution makes full use of the fact that the columns rotate just like a kebab does.

“The backlighting will really make the burners come to life and make it even more impactful and eye-catching.

“The message is highly visible, no matter what angle you view the column from, and the whole thing really makes use of the unique Scottish sense of humour.”

Once the overall winner was decided by the judges, the next mission was to identify the second- and third-placed entries.

So, voted as the second-placed entry was Faulds’ ad for the Scottish National Blood Transfusion Service, which turned the column into a ten-foot-tall syringe.

The judges said: “Faulds has certainly thought outside the column for this one and it makes the most of the column shape. The communication is in fact feeding off the design of the column, so they are fully utilising the product.”

And in third place comes Navigator Responsive Advertising’s ad for Famous Grouse, of which the judges said: “This is really an extension of the current advertising campaign and so benefits from that familiarity. The message is relevant to the airport environment and the use of white space makes it even more impactful. When you look at it you can almost hear the music from the TV ad.”

Entries which narrowly missed out being in the top three included Reid Furniture by Coltas, The Gleneagles Hotel, also by 1576, Gala Casinos and Gala Bingo, both by Frame Cunningham, Smokeline by The Union and Scottish Leader by Family.

Unfortunately, we do not have space to show all the entered work, but visit jcdecauxairport.co.uk to get a look at the entries in all their glory.

Many thanks to all who took part in the competition and entered creative work: Caithness Glass, Lateral Line, Faulds, Barkers, Frame Cunningham, Merle, 1576, Arc, Family, Coltas, Alan O’Hagan Advertising, Hay Smith Advertising, Navigator Responsive Advertising, Levy McCallum, Wolffe & Co, Strathearn Advertising, The Union, Talented, Ignite, Teviot, B&S Graphics.

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