CHI & Partners wins CBS London Creative Challange with Anchor ad
The CBS Outdoor London Creative Challenge 2009 has been won by CHI & Partners for its bus creative for Anchor Butter.
The creative carries the strapline ‘Our cows are free to roam’.
Almost a quarter of a million votes were cast throughout the competition, with the final round last two weeks.
The The judging panel cast their votes at a closed event in Battersea Park with the finalists’ ads paraded on buses in a drive-by fashion.
The 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.
CHI & Partners will now receive a free bus media campaign in the city of their choice plus a UK-based break for the winning creative team.
CHI & Partners’ winning campaign presents Anchor as ‘the free range butter company’ highlighting the issue of free range produce.
Peter Charlton, national sales director at CBS Outdoor, commented: “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.”