FCB Inferno and its client Valspar have won The Evening Standard's Be London's Headline competition, granting them a newspaper wrap, a homepage takeover and branding on its 300 vendors and 500 panels.
The competition was conceived by Standard publisher ESI Media to get agencies thinking creatively in print and served to get advertisers wondering how they can leverage the London-based title in future.
Creative from the paint brand highlights its 2.2 million paint combinations by tapping into relevant current affairs being reported on by the title - chiefly Boris Johnson's leadership as PM. The tagline reads: “However you feel, we have a paint colour to match”.
Jon O’Donnell, managing director, commercial, at ESI Media, said: “When we launched this competition, we were looking forward to seeing the industry response, but we’ve been bowled over by the high level of entries and creativity we’ve seen.
"The winning creative by Valspar and FCB Inferno is testament to this quality. It’s a perfect fit for The Evening Standard audience, sparking debate at the forefront of the news agenda and celebrating the diversity of Londoners’ opinions, allowing them to truly own the day in the capital and ‘Be London’s Headline’.”
It has recently blamed a ‘tightening’ ad market for a £11.5m pre-tax loss.