Dan Dawson, Hugh Todd
A podcast series behind the people, posters, and preposterous ideas that have changed the landscape of Out-of-Home advertising.
FOLLOW WITH VISUALS: https://getbehindthebillboard.com/2021/11/26/episode-32-mike-nicholsonWe’d heard so many good things about Mike over the years and seen his work at all the award shows, but our paths had never crossed. Until now. The pod was the perfect opportunity for Hugh and Dan to find out more about one of adlands most talented and nicest blokes. And he didn’t disappoint (esp in the wardrobe department, the signature Hawaiian shirt setting a bright positive mood from the get-go) Mike’s billboards are a masterclass in how to do great ooh. Brilliantly simple ideas distilled down to the absolute minimum (Heg would approve) art directed with craft and wit. There’s not an inch of fat on his work. This is why it’s so awarded and still looks so fresh today. Quick example - The Tunes 6 sheet:No headline, no endline, no website, no logo, no hashtag bollocks.No need.Just a plunger - made from 3 pack shots (3 packs!!! A client’s dream!)That’s it.The bare minimum. Written on placement, it’s no surprise this was the work that got Mike hired at AMV.And set a theme of simplicity and graphic brilliance that coursed through his work ever since - either with initial partner Daryl Corps or later with Paul Pateman. As well as billboards we discussed Mike’s various ECD jobs in the UK and abroad, his teaching work at the SCA and his bedroom wallpaper, which was up there with his Hawaiian Shirts. Thanks again Mike. Dan and Hugh loved it. #behindthebillboard #btb #posters #billboards #ooh #outdoor #amv #tbwa #museumofchildhood #tunes #dunloptyres #theeconomist #sca #johnsmiths
We’re back. Behind the Billboard is back. Amazing guests are backHugh’s heavy breathingDan’s crap jokesJon’s off-mic eye rolls.Overly long social posts.…they’re all back.And we’re starting Series 3 where we left off…with Tiger Savage, talking us through her time at Leagas Delaney and M&C Saatchi. Full disclosure we recorded this earlier in the year but we've held it back to launch series 3!Hear the stories behind billboard brilliance for Adidas, Vogue.com, Becks, British Airways and more. Tiger is right up there when it comes to iconic famous billboard work and it was a total pleasure having her on the show - twice ;-)Hope you enjoy it and stay with us - we’ve got some amazing guests coming up.IMAGES: https://getbehindthebillboard.com/2021/11/12/episode-31-tiger-savage-part-2/Cheers!
1 hr 3 min
Dan and Hugh finally sit down with Tiger Savage, having talked about much of her work on previous shows with her peers. It was so good to talk through her incredible body of work for some of the best agencies in the country. Visuals : https://getbehindthebillboard.com/2021/04/29/episode-30-tiger-savage-part-1/Also - buy some SHUGS: www.shugs.co.ukAlso - keep checking this link out for some lip balms: www.aandb.world
1 hr 9 min
Dan and Hugh talk with Michael [or Mike] Lee, Creative Director at Oatly who has presided over some of the most iconic outdoor ads our industry has seen in the last few years. Polarising the creative community and prompting complaints and legal action from the dairy lobbyists... we get behind it all. visuals: https://getbehindthebillboard.com/2021/04/01/episode-29-micheal-lee/
1 hr 20 min
Dan and Hugh talk with Copywriter extraordinaire Sue Higgs, going through her amazing body of billboards and posters for Vauxhall, Smirnoff, Regal and BA... among many others. Visuals: https://getbehindthebillboard.com/2021/03/26/episode-28-sue-higgs/
1 hr 8 min
Hugh and Dan talk with Dave Buonaguidi AKA @RealHackneyDave about his time in Adland and about what he's up to now... still making posters for walls... but in galleries and homes around the world! Visuals here: https://getbehindthebillboard.com/?p=942
1 hr 28 min
Dan and Hugh virtually meet up with the legend that is Sir John Hegarty. I'm not sure what else to add in this intro as... well.... its John Hegarty. He's a frikkin' legend. Just listen in..... it's a proper belter this one. Visuals [as if you need them for this one] - https://getbehindthebillboard.com/2021/02/11/episode-26-sir-john-hegarty/
1 hr 38 min
Dan and Hugh meet with founder of Uncommon London Nils Leonard, covering Outdoor work for Volvo, Tate, Habito, Brewdog and the 2020 Outdoor hall of fame campaign for B&Q. Follow the visuals here: https://getbehindthebillboard.com/?p=820
1 hr 15 min
Hugh and Dan chat to Rich Denney, ECD @ St Lukes London about his billboard work for Carlsberg, NSPCC, Morrisons and of course last years impressive NHS/SHN proactive concept that took the world by storm. Visuals here: https://getbehindthebillboard.com/2021/01/28/episode-24-rich-denney/
1 hr 36 min
The Bird is back... and this time it's the Publicis years.... From London to New York, we hear about some of the amazing OOH work he's presided over. Visuals: https://getbehindthebillboard.com/?p=752
1 hr 10 min
Dan and Hugh meet up with Andy Bird, CCO of Publicis New York - albeit remotely for a chat about his amazing life and experiences behind many many billboards. Andy is an incredibly talented person who puts his success down to luck... well, we're sorry buddy.... but we're saying you make your own luck... and that's with your skills. Listen to part 1 as we journey through YTS all the way through to senior creative at some of the best creative agencies in the world, helping deliver some of the most iconic Billboard work the world has ever seen. That's not luck now is it... Follow the visuals here: https://getbehindthebillboard.com/2021/01/15/episode-22-andy-bird-part-1/
Recorded just before Christmas, Dan and Hugh talk to Group Strategy Director from Talon Outdoor, Ninja and by far the smartest person in the room Sophie Pemberton. Sophie takes us through her role, and some highlights working Behind the Billboard on campaigns for Google, Virgin and even on a crazy blimp for TSB. Follow the visuals here: https://getbehindthebillboard.com/?p=709
55 min 3 sec
Dan and Hugh welcome 2020 to the podcast. After the initial jokes about 2020 being a bit of a shit, we soon got into some of the amazing work 2020 supplied us under the duress of the COVID pandemic. Follow with visuals: https://getbehindthebillboard.com/?p=668
1 hr 6 min
Dan and Hugh virtually catch up with Ben, from their respective homes, and from his home in LA. The trio talk all things creative OOH, looking at his incredible back catalogue of work. We're talking, Economist, Samaritans, Snickers and Apple as well as hearing all about Ben's amazing new ventures. Follow the visuals here: https://getbehindthebillboard.com/?p=643
1 hr 20 min
Typical. You wait 17 episodes to hear from a photographer and then 2 come along at once. Hugh and Dan shared an epic few hours with Adam Hinton, another awesome photographer who has helped create some of the most iconic billboards in the last 2 decades. Hear all about his life as a 'part-time punk', getting stabbed, photographing warzones, and shooting some of the worlds most iconic athletes for Nike, some of the least iconic athletes for This Girl Can and some incredible work for the NHS and Cancer Research. It's no wonder it's an epic 2 hour long. And yeah... apologies for the drop in sound quality. Lockdown recording is a bit shit. Check out the visuals: https://getbehindthebillboard.com/?p=606
1 hr 50 min
Dan and Hugh meet up [virtually] with legendary fashion photographer and director, publisher of 4 magazines to date, the man, the brand - Rankin. Whether he is photographing the Muppets or shooting Dove’s seminal "Real beauty" campaign, Rankin has built a career on taking risks. Along with his portraits, he has created editorial and ad campaigns for Nike, Diageo, Vogue and Rolling Stone among others, and launched four magazines, starting with culture bible Dazed & Confused in the 1990s. For visuals: https://getbehindthebillboard.com/2020/11/11/episode-17-rankin/
1 hr 19 min
Dan and Hugh talk to Publicis ECD Dave Monk, covering his creative career through BBH, Grey and Publicis including his OOH work for Lynx, Sunday Times and Tourism Ireland - See the visuals here: https://getbehindthebillboard.com/2020/11/04/episode-16-dave-monk/
1 hr 9 min
Dan and Hugh meet with Mark Roalfe, to talk pandemic, posters, partnerships and process. View the visuals: https://getbehindthebillboard.com/2020/10/23/mark-roalfe/
1 hr 2 min
Dan and Hugh virtually meet with Sanjiv Mistry and Jamie Mietz from McCann to talk about the XBOX Survival Billboard. Check out the visuals here: https://getbehindthebillboard.com/?p=520
1 hr 5 min
Dan and Hugh talk with Alex Taylor about her incredible career creating some of the best billboards the UK has ever seen for Silk Cut, XXXX, The Army and Parkinsons. We also talk about life in Agency land in London and presenting to work to people like Charles Saatchi. Check out the images to support the show here: https://getbehindthebillboard.com/2020/10/14/episode-13-alex-taylor/
1 hr 13 min
Hugh and Dan talk to Ant Nelson and Mike Sutherland about Outdoor, Billboards and creativity throughout their time as a creative partnership all the way to their current roles as ECDs at Adam & Eve DDB.See the images at: https://getbehindthebillboard.com/?p=462
1 hr 14 min
Hugh and Dan catch up with Dave Dye on all things billboards and creativity. What's been happening over this summer, and some of the career highlights from Dave's huge and wonderful portfolio of work. See this link for the visuals: https://getbehindthebillboard.com/?p=433
1 hr 36 min
There have been a couple of recurring themes in our Behind the Billboard series to date: our guests always seem to reference Dave Dye and cite The Economist work as their favourite. So we thought we’d bring the great man and great campaign together in EP10 for an Economist special, where we’ve delved deep into what goes behind possibly the most famous billboard campaign of all time.Follow along with the visual here: https://getbehindthebillboard.com/2020/03/18/dave-dye One of Dave’s recent favourites in the billboard world creatively has been Oatly - “it stands out, it’s funny, and it’s done it’s job of teaching us about Oatly”. Also Spotify from Who Wot Why. Of course. Dave thinks the good Outdoor really stands out, mainly because there’s so much average [and below] work out there. We’re not in a golden age of Outdoor, but there is a nice semi renaissance of good applications of Outdoor. His first billboard was for Appletiser… 5 points for anyone who can find a pic of it online! Given this is the Economist special…. We moved quickly onto the enormous body of work, the account and the history of the famous billboards. He talked about the pressure he felt taking on the client given the rich history of award winning work… but the need to help it evolve and to get his stamp on the work to ‘push it on a bit’. One of the first things Dave implemented was opening the creative process to the teams… no more creative direction behind closed doors. Dave brought in ‘the wall’ - where work would go up… and teams could come in and see where the work was and help push it on. Briefs from the Economist came in each quarter… but to Dave the briefs seamed quite similar: Read it, get more intelligent. The responses to brief were open to the entire agency. Top to bottom. When Dave came in there was around 4 campaigns a year and it had been running for 10 years. Fag packet maths said there would have been over 8000 concepts seen, with 320 sold over the 10 years. Creatively Dave felt it needed a kick. One of the first posters we talked about was the Venn diagram, the first campaign since taking over the Economist responsibility. Inspired by a Vanity Fair piece that featured a Venn diagram, and Dave thought it looked like an Economist ad. The plan was to do 8 in this style for the campaign. Dave likened the writing of the ads to some sort of Mensa test. Unfortunately the CEO Andrew Robertson [and as it turns out ‘King of the Pun’] came in at the 11th hour and said it couldn’t run for all 8 elements of the campaign. Mainly out of respect for AMV founder David Abbott, and the fact that his ‘Red Campaign’ was his ‘parting gift to the agency’. We moved on to the Too Many words example. A bottom drawer idea that was held back and got in eventually following some extra direction… and won a Gold at Campaign the following year. We also talked about the Jigsaw creative. For weeks Dave walked around the teams trying to find out who’s mockup had landed on his desk. Dave had done some development on the concept and worked it up into the full idea…. But he couldn’t locate the initial scamp artist. Eventually Dave Abbott scuttled in and saw it worked up… ‘Oh you liked it then’. Something we’ve spoken about before on the show is a piece of work for reception showing the ‘Funnel’ of work through from ideation to delivery on the Economist. We wrapped up on the Economist with some of the work post Dave and we talked about how it’s changed over the years. Thanks so much Dave for your fascinating insight into the work. And for Dave Dye fans out there wanting to hear more about his other Billboard work - Adidas, Adnams and Merrydown among others - we will be doing a Dave Dye part 2 later in the year. So we’re running a competition for you listeners out there to guess what you think Dave’s top Billboard campaign of all time is. Comment on our social and the winner will win a signed copy of Mark Danton’s book. [Hugh’s copy - he’s gonna buy another one]. ———————— #behindthebillboard #outdoor #ooh #posters #billboards #theeconomist #amvbbdo
1 hr 23 min
Episode 9 of Behind the Billboard features the enormously talented Ana Balarin ECD of Mother tells us about her (and husband Hermeti’s) OOH work - from the #freethefeed breast to a life-sized toy boat for IKEA and even a few traditional billboards for KFC. Thank you Ana for sharing some of the best Behind the Billboard stories we’ve ever heard. Follow along the audio with visuals here: https://getbehindthebillboard.com/2020/03/10/anabalarin/ We toyed with the idea of renaming this episode ‘Beyond the Billboard’ given Anas passion for breaking out of the traditional in terms of Outdoor campaign… But then we saw the KFC campaign. Outdoor creative at its finest! We talked about the KFC campaign [which had landed just that week]. A pure and simple Billboard campaign fearing just 2 words, and NO LOGO. The photographic lead campaign was shot by Sam Wright simply has their casted models lost in a moment of Finger Lickin’ goodness. Sandwiched either side of the photo, the words It’s Good. Ana told us that they went through a tremendous amount of casting to find the right models, that finding that right moment of someone licking their fingers is a difficult one. But the outcome looks incredible.One of her favourite Outdoor campaigns of the last year was the Mural for Derry Girls, by 4 Creative for the hit Channel 4 show. As much about the placement location as much as the creative and craft. Ana also cited Spotify for ‘Listen How You Used to” from Who Wot Why. We talked about the ‘State of Outdoor’ and gather Anas opinion on the medium in general. Ana believes we’ve broken free from the billboard and that Outdoor gives us license to to whatever you want [provided you get the permission!]. Outdoor can create experiences, that become collective experiences, unlike other mediums. Ana also talked about Outdoor campaigns being hyper-local and hyper-visual… you can’t hide from it… we’ve put something out that EVERYONE can see and experience. Ana’s first billboard campaign was for Yellow Pages. The poster was actually for Yell.com, which is what yellow pages became. The campaign was a photograph of an installation where Ana had built a map of UK using the phone books. Ana went on to tell us all about ‘The Boob’ - or Free the Feed as it’s officially known. It began life as a ‘Mother Project’ - a project the agency get behind each year due for launch around mothers day. The insight around this concept came from some incredible stats around how new mums feel when feeding in public. But the original boobs they intended to put out as part of the launch, got stuck in customs on their long journey from India. Ana recalled a producer eagerly awaiting the arrival of the boob at Heathrow. While it was well received and highly rewarding, the best outcome from the concept was the viral uptake of the hashtag #freethefeed. The concept did its job with the campaign going viral and empowering women all over the world. Part 2 for this concept was with Elvie - the breast pump company. This time there was 5 boobs across London… the biggest one being 6 metres in diameter. PS - A little known fact was that the boob was going to lactate… but the weather curtailed that! From boobs to Beer… and Becks. The Green Box project. This is a lesser known project in the mainstream really, but it’s incredibly creative use of the outdoor medium. Anas brief was to bring Becks passion for the arts to life in the OOH space, and the response was to create a global interconnected gallery using the green box as an entry point to geo specific augmented reality artworks, from various famous artists. An amazing feat technically at a time when AR was the bleeding edge of technology. Finally from German Beer to Swedish Furniture, and the launch of the most sustainable store in Greenwich, London. The idea stemmed from another launch for Ikea in Sheffield that Ana and her team worked on. That work became the new standard for store launches. One of the hero pieces was an Ikea toy boat, that was rebuilt life-size that cleaned the river and canal around the Greenwich store. The plastic it collected was taken to the store and recycled. Another element was Ikea wild homes in the Greenwich area for insects, bats and small mammals all upcycled from Ikea furniture. The final element, a more classic outdoor campaign was a location specific steps to each store. Someone did go to each location and measure the steps from each poster to the store! Anas favourite billboard campaign of all time is the Economist ads. Classic, simple and minimalism. It’s all rewarding. Viewers make the connection between the creative and the brand. And another is a tube card panel for Guardian called ‘influencer’ featuring a woman reading the guardian on the train next to a child looking at her. Anas top tip… what is ‘the insight’ behind your concept? Find your insight, hone your creative concept.
1 hr 9 min
Mark joined us in his finery of a Denton branded tracksuit, peaky blinder cap complete with bobble on top and of course trainers and sunnies. What more could we have expected from one of the most incredible London ad men over the last 40 years. Although don’t call him an ad man… he makes films…. “Please send your scripts to www.thomasthomasfilms.co.uk”.Please visit https://getbehindthebillboard.com/?p=340 for the images to follow along.Mark joined us with gifts [others take note, we like gifts], we talked briefly about his book the Power of Purelity. You can buy it here, and Mark will chuck in some free gifts… www.coy-com.com/shop Mark reckons there’s a revival going on in Outdoor, some great work sitting proudly from the rest… Mark credits Nils Leonards Uncommon for their work on Habito, Droga5 for Coal Drops Yard, and Atomic for their work on the Royal Opera House posters: Marks first billboard was for Milk Tray, something he concepted up with the late and great Norman Icke [who came up with the original idea for the milk tray man] while Mark was ‘just a visualiser’ at Leo Burnett. Within weeks Mark was hanging out in New York ready to shoot on top of the JCPenney building. Mark met his long term creative partners Chris Palmer on set for a TV shoot, a set he shouldn’t have been on! The shoot was for Cadbury’s creme egg, and he’d slipped one of his ideas in with the creative teams one. On a sound stage at Pinewood he bumped into Chris, and he got Mark into BBH within months. Mark recalls John Hegarty hating half of his book in the interview…. But Chris helped nudge John in the right direction. 4 1/2 years later… Mark and Chris left to setup Simons Palmer Denton Clemmow Johnson where they worked on Nike among others. We talked about all of the poster work they did…. Originally they were engaged only for Soccer… but soon worked on Rugby, basketball, running, Olympics and many many others. Of all of them, Mark picked out the Ian Wright football poster. ‘Behind every great goalkeeper there’s a ball from Ian Wright’. We talked about Advantage Sampras, Charles Barkley and the Marathon no U turns. With the latter 2 styled graphically on political propaganda posters. We moved on to Wrangler, and a lesson to all you creatives out there. If you believe in your concepts keep pushing as hard as you can. If you can invest in your idea and to help sell the concept to your client it might help get great work away. Then onto another important lesson. Paying your suppliers back for the proactive work you get them working on. Having Malcom shoot the test work, led to more work for the agency and therefore more for Malcom. Asda we spent a bit of time talking about a favourite execution for Free Range Eggs, featuring a model made chicken on a motorbike, escaping the chicken farm in the style of The Great Escape. The humour is there on all of the executions.Heineken too had that humour running through it.Top Tip: Don’t leave it on a Piece a paper. Mark gave us the example of his Samson Batteries, which he’d visualised up as a poster. He managed to turn that poster into 3 TV commercials!Favourite Billboard of all time. BEANS MEANS HEINZ. Bring back the slogan!
1 hr 5 min
Episode 7 features Rosie Arnold. Employee number 11 at BBH, D&AD’s first ever female president, multi award-winner, part time fencer and general lover of life, Rosie has done it all. Click this link to see the visuals and the story that goes with the episode. https://www.getbehindthebillboard.com/?p=320 Her favourite recent billboard campaign was this one for Budweiser:https://www.thedrum.com/news/2018/05/31/budweiser-plays-up-its-music-cred-search-oriented-ooh-campaign And her first ever Billboard was for Levi’s… Spray on JeansWe can’t find an image of it anywhere… sorry listeners! If you find one… send it in! We discussed the Levi’s Incredible Shrinking Man billboards. Shot by the incredible @NadavKander - https://twitter.com/NadavKander. We heard how photographer Mary Ellen Mark, a millionairess and a colour photocopier helped create the iconic Levi’s ‘Haters’ posters.Read more about the incredible photographer Mary Ellen Mark: https://www.theguardian.com/culture/gallery/2015/may/26/mary-ellen-mark-legendary-photographs-in-pictures Then a decade of Lynx billboard brilliance. We talked about the work for Lynx on 24hours, Masculine and Feminine, The Cerne Giant and The Lynx Effect in general. On Lynx in particular, Rosie talks about how having good client relationships, outside of the meeting room, is conducive to creating great work. Meeting rooms can be far too high stress for the natural flow of a creative mind to affect the work. We talked about the unsung heroes of these and other campaigns that really stand out… the brave Marketing leads at the client who are prepared to get behind the work, stick their necks on the line and cut a cheque for the music/production/shoot. They believe in the work and the creative process as much as the agency. Although we strayed away from Rosies work for a while, we talked a bit about what makes great Outdoor work. The simplicity of Outdoor is where some great creative work can happen. Rosie waxed lyrical about Cossette’s Cannes Grand Prix winning billboards for McDonalds, by friend of the show Carlos Moreno. The simplicity of this concept heroes the brand and the medium in one shot. We moved on to KFC and the amazing illustrative work from Surachai and his Thai team [who have amassed over 90 Lions by the way]. We talked about the ‘Just Add Robinsons’ campaign for Robinsons fruit drinks. This iconic work flipped the just add water message on its head and demonstrated the magic that happens in a glass of water when you add Robinsons. The ads we contextual to the summer and outdoor feeling, including one for the Wimbledon Tennis Championship that Robinsons sponsors. And then the big move from BBH to AMV. Following a life changing few years Rosie headed off to become Head of Art at AMV. Going off to work with Alex and Adrian as ECDs… which lead us on to a proactive piece for Malteasers. Finally, she even shared with us a bottom drawer billboard idea for Red Nose Day. Redrawing it live on air - a first for the pod - maybe it’ll become a regular feature? Thanks Rosie for being inspiring, fascinating, fun and more. The world and our industry is a brighter place with you in it.
1 hr 8 min
This week we welcome the incredible talent that is Martha Riley to the show. Martha has forged her career at some awesome agencies working on some incredible brands. Her stand out billboards however have all seem to come for the Airline industry.Don't forget to head to https://www.getbehindthebillboard.com/?p=307 for the supporting artwork. Once Hugh got all the airline gags away in the safety announcement, we managed to get behind why Martha loves the Outdoor medium, and what makes it first class [I can’t help myself now]. She took us on a trip [sorry] down memory lane with some fine examples of Outdoor work from her early days while on placement at Saatchi’s for the BA client. It happened to be her first billboard campaign too which was a great take off point [OK I’m stopping now]. Martha told us the story of a young account manager Carrie Hindmarsh taking the risk of presenting it to the client. Without the bravery of a fantastic account person, this billboard would not have seen the light of day. We moved on to Martha’s work on Virgin Atlantic while she was freelancing at Rainey Kelly. This is where we she worked up one of her most famous ads that actually trolled BA one of her first clients…. Famous because she very nearly got the word Shite into an ad. We then talked about another awesome poster for Virgin around their new Caribbean routes. Amazingly well crafted in terms of art direction and typography. We then talked about a great campaign featuring Dumbo and a Moose. Martha talked very passionately about the late Nancy Fouts, model maker and artist who had an awesome irreverent sense of humour and all round genius. You should read her obituary here: https://www.theguardian.com/artanddesign/2019/jun/04/nancy-fouts-obituary We chatted briefly about some other 18-30, Silk Cut and others. After taking some time out to have a family, Martha found her route back into advertising came from an unlikely source. Her son was set some homework to design a poster for London 2012… The creative director inside was itching to get involved and worked on her own! Getting back to her professional life we talked about Martha’s work at BBH for Dulux and Guardian among others. Then on to Ogilvy where Martha again knocked some amazing work out of the park… going full circle we end on an incredibly topical ad for British Airways around the World Cup. We had such a great chat with Martha, and we could have spoken for hours… but she had to go and get her visa as she’s off on a new adventure to Silicon Valley!
57 min 51 sec
Episode 5 of Behind the Billboard features a number of firsts.See the website post for the images and videos that we talk about in the podcast...https://www.getbehindthebillboard.com/2020/02/05/episode-5-vince-cook-gary-fox-robinson/ Our first creative team, our first BlueJeans powered remote interview and our first (but no means last) OOH work from McDonald’s.We talked about them meeting on the set of a TV commercial shoot on a US Army base, having been thrown together to make it happen. Their creative relationship blossomed and soon lead to some memorable billboard work for the Green Beret's, America's Special Forces. The campaign encouraged people to 'Take a Brochure' - with the brochure on the billboard seemingly impossible to get. That one had to be pitched to a 4 Star General for approval. This great campaign also gave the pair their first taste of Cannes glory. Gary Fox-Robertson and Vince Cook talked to us about their McDonald’s “Sundial” poster - one of the most iconic and audacious billboards of all time. “At one point we had to call in a NASA scientist to ensure the poster and its sundial arm were precisely positioned to catch the sun every morning, offering an array of breakfast choices for passers by. The shadow's progression span the morning menu and gave each item a literal moment in the sun. At noon, the dial forms a perfect McDonald's M." It was one of those rare moments, when a billboard made the national news and won Gold at every major award show around the world. And it’s now made it’s way into our podcast. Available mornings, noon and night from this Wednesday. Thanks chaps, a great morning’s work.
57 min 41 sec
Episode 4 of Behind the Billboard features Tony Davidson. You can see all of the work on the blog post... There's a tonne of great work! https://getbehindthebillboard.com/?p=259 Tony is many wonderful things. Global partner at Wieden & Kennedy, 196 times ‘in-book’ at D&AD (a record) as well being its former President, Cannes Grand Prix winner, strong hugger and just a great big kid who adores ideas and making stuff. He turned up 30 mins early and left 30 mins late, still texting thoughts and ideas on his way back to the tube. And yet it felt we’d only scratched the surface. We went though his amazing portfolio of billboards as both CD and Art Director. For the Nike ‘St Wayne’ poster we heard how the art director covered himself in red paint to convince the client to buy the idea. We drilled into the story behind the world’s longest cross track poster with the world’s longest til receipt for the opening of a new Levi’s store. Then there was the reliable rotating VW billboard, Paul Ince and Adidas art direction, Run London, more Levi’s and the painful story of how the invincibles ‘Arsena’ Nike ad never ran as a billboard. We finished on the recent Coke billboards, featuring a redesign of the logo for the first time in the company’s history, to incorporate a thirsty tongue. Dan Wieden once said “If you want to be a partner at W+K you got to be some kind of saint and some kind of crazy.” We can safely say Tony is both of these and more. So much amazing work for so many brands with so much to say. A feast for our listeners’ ears. Thanks again Tony. You can see all of the work on the blog post... There's a tonne of great work! https://getbehindthebillboard.com/?p=259
1 hr 41 min
Episode 3 features Tim Riley, one of the most famous writers in our industry.IMAGE OF TIM: http://bit.ly/TimRileyMadMag We say ‘writer’ rather than Creative Director or Head of Copy (both roles he excels at too), because deep down Tim is a man of words. Pithy, witty, cheeky, emotional, funny words. In his career he has written for John Smiths, The Economist, The Guardian, Boddingtons, Sony, Nike, Snickers, Sainsbury’s, winning awards on virtually every account he’s put his pen to. Economist Array: http://bit.ly/36cH6vM This incredible body of work has propelled him to the lofty title of Creative Partner at AMVBBDO …..and yet you’d never know from listening to our chat he is a man with such a revered position. Tim is a humble, funny and disarmingly charming guest who was incredibly open and frank in telling us about his career to date.Jordan Economist: http://bit.ly/2v6mn02 We soon got into The Economist work and how over the past 22 years, Tim has worked as a writer and CD on the account. He told us the story behind the ‘Someone mentions Jordan’ billboard and the circuitous route to the final poster. We’ll let Tim explain more, but as ever, it’s an unpredictable path to getting work out, and this is another great example that lead to one of the most famous Economist posters ever. BONUS IMAGE - MR BLOBBY! http://bit.ly/2NHHiNm However, the main chat was about Tim’s John Smiths billboards when he was at DDB (now known as Adam&EveDDB). JohnSmiths:http://bit.ly/3auCGUrhttp://bit.ly/36gC3Lahttp://bit.ly/2G7bzRGhttp://bit.ly/2tqnwzb This didn’t disappoint either for back story, involving a bottom drawer idea from a MAD magazine that Tim had had for years and magically pulled out to inspire the brilliant irreverent posters.MadMagazine: http://bit.ly/2G7mIShhttp://bit.ly/379oxKk We admire Tim for his honesty and it should give us all hope that the bottom drawer can still yield greatness.Nike Jordan:http://bit.ly/2sFPlmu Thanks again Tim for your spoken words, along with the written ones, that will hopefully inspire our listeners.
1 hr 4 min
In episode 2 we’re with Art Director extraordinaire Paul Belford.Paul has worked at more agencies than most of us have had hot dinners…. and that was before he worked anywhere half decent (his words not ours!). Interestingly all of these jobs followed a degree in bio-chemistry! As ever, there are no straight routes into a career in advertising, and what an incredible career Paul has had so far.Spanning over 30 years at agencies such as TBWA, LEAGAS DELANEY and AMVBBDO, Paul has produced award-winning work for Waterstones, the Economist, PlayStation, Le Creuset, The Guardian to name but a few.His work is incredibly distinctive. The level of craft is second to none. His name often appears twice in credits. “Art director”. “Designer”. His name even appears on other people’s work as “Designer” he’s that good.Many a time someone has said in a creative department. “Yeah can you give it a bit more craft. Do a Belford on it.”We talked mostly about the story behind The Economist lightbulb Billboard. Possibly his most famous billboard and a truly iconic poster.BILLBOARD IMAGE: http://bit.ly/economistlightbulbA copywriter conveniently on holiday. Another billboard featuring a horde of rats that was continually rejected (and then reworked for a different client) and a savvy account man all played their part in making it happen.We also discussed another absolute belter of a poster. PlayStation Dot-screen which again has a great back story.BILLBOARD IMAGE: http://bit.ly/playstationdotsPaul is a rare breed of passion, craft and uncompromising creativity rarely seen these days.Thanks again Paul. And hope everyone enjoys it.Oh and here's the Rat idea reworked for Reed....http://bit.ly/ratsforreed
44 min 31 sec
In our first episode we speak to John Patroulis, Global Chief Creative Officer of Grey.We discuss the billboards that John has been passionate about, from his first to his most awarded and personally rewarding.Before joining Grey, John spent six years at BBH New York, rising to become the first-ever Creative Chairman in 2015. Under his leadership, BBH New York featured in Advertising Age's Creativity A-List and John was named in the Adweek 50. With integrated campaigns for Playstation, Axe, Google and Cole Haan, BBH New York became one of the most awarded agencies in the city, winning multiple Lions across Film, Cyber, and Integrated categories, as well as scooping the Integrated Grand Prix for Netflix "House of Cards."Earlier in his career, John helped co-found both McCann Worldgroup's agencytwofifteen and T.A.G. in San Francisco. There he helped globally lead the Xbox Halo 3 "Believe" campaign, which became the most creatively awarded campaign of the decade, winning multiple Lions and two Grand Prix and at the time became the biggest launch in entertainment history - thanks to its innovative approach to integrated storytelling.A globally recognised creative innovator and leader, John was named Worldwide Chief Creative Officer of Grey in August 2017. In 2019 he was Cannes Lions Jury President for Outdoor Lions where he presided over an international jury focussed on the best-in-class outdoor advertising from the previous year.John travelled to London in December 2019 and found time to sit down with Hugh and Dan to chat about his favourite billboard work.John was super charming, smart, funny, witty, polite, handsome…all things Dan and Hugh desperately aspire to.He talked about his first billboard campaign for Continental Airlines, often spotting his work in the Manhattan night sky on the way home after working late, giving him the confidence he was doing the right thing, a crucial moment in any creative’s career.A few years later the billboard campaign that properly made him famous came from a fairly humbling story. After surviving skin cancer, he was determined to warn others of the perils of the sun. By using a clever printing technique, he created an incredibly impactful campaign for SkinCancer.org, reminding people to wear sunblock on the beach.Finally we talked about the multi-award winning campaign for Halo, the most successful gaming launch ever, which featured numerous ground-breaking ideas, including fake outdoor statues and plaques commemorating the fallen players and characters from the game.John was also was the voiceover for the Halo case study videos, which made us realise there isn’t much he can’t do.Thanks John for getting us up and running!We hope you all enjoy episode 1.Read more about it at: www.getbehindthebillboard.comFollow us on Twitter or Instagram
54 min 40 sec
Welcome to Behind The Billboard Podcast! In this episode your hosts Hugh and Dan discuss their 'pinch me' moments during their careers in the Out-of-Home industry.
33 min 50 sec