Pane and simple: Idea shines through in Chip Shop Awards' Shop Window Postcard Space category

The Drum takes a look at some of the entries to the Best Use of a Shop Window Postcard Space category at the Chip Shop Awards, highlighting the simplicity and beauty of the big idea.

All too often advertising is full of weak ideas hiding behind fancy and expensive production techniques. But what happens when you strip back the budgets and do away with the elaborate trickery? What happens when ideas have to stand on their own two feet? Well, at the judging for this year’s Chip Shop Awards, where categories include Best Use of Bad Taste and Best Use of Plagiarism, the Best Use of a Shop Window Postcard Space category saw exactly that: a simple medium showcasing the ideas and the ideas alone, with some surprising, often humorous results. The smaller the budget, it seems, the bigger the ideas. So, here we take a look at some of the nominated ideas in all their raw, unadulterated beauty.

Big Communications - “Dave’s Removals”

Haygarth - "Apply Within"

JonPaulGreen - "Think!"

Saatchi & Saatchi X - "Blue Tactics"

Dean Harding - "Skiing Lessons"

Saatchi & Saatchi X - "Stays Up"

EHS 4D Group - “Windolene”

Pitch & Co - "Guitar Lessons"

Radley Yeldar - "Marriage Counselling"

Big Communications - "Blur"

RR Donnelley - "Sellotape"

Profero - "Double Glazing"

OgilvyOne - "Clearasil"

IAS b2b Marketing - "Bodyshop"