Best Use Of Long Copy, GOLD – The Drum 2019 OOH Awards
Best Channel Key Art Campaign, GOLD – Promax BDA Europe 2019
Best Use Of Long Copy, GOLD – The Drum 2018 OOH Awards
Best OOH Campaign, SILVER – Promax BDA UK 2018
Best Channel Key Art/Poster Campaign, SILVER – Promax BDA Europe 2018
Our brief was to create an ongoing off-air presence for Dave, by creating a series of brand ads for UK travel environments. The goal was to project the channel voice directly into our audience’s day, in a contextual, shareable and funny way, specifically targeting their commute. The campaign ran for two years and provoked a huge response online, generating hundreds of likes, shares and comments.
“A great example of OOH done well. It has creative that has absolutely nailed the tone-of-voice and world view of the channel to create a comedic-equivalent of the behaviours that made the classic Economist work so strong in outdoor. The ads are genuinely funny, and make you want to look and see what they’ve done next. It’s well executed on every level.”
Rik Moore, head of strategy, Havas Media
“When I hear that Dave is the Home of Witty Banter – I think: ‘Prove It’. And so it did,” admits McCarthy. “As a writer-man with an unyielding bias in support of long-copy ads (almost as if to prove that writing and reading isn’t dead), it was a treat to sit on the Tube drunkenly dissecting Dave’s ‘Always On’ copy about what to do when your mobile phone battery dies. Like an observational comedian on Dave, it shrugged ‘phones eh?’ before launching into a tirade about how to better pass the time. The copywriter appears to have opted for text that is a bit smaller than is comfortably legible. I was drawn in, I leant forward in my seat and squinted at the musings. Twenty minutes after my copy chuckle, I threw myself into bed and absorbed some Dave.”
JOHN MCCARTHY, SENIOR REPORTER, THE DRUM
