CERTAINTY IS… CAMPAIGN SUMMARY They say only death and taxes are certain… In 2009, ‘uncertainty’ was a word that neatly coined the UK economy and broader global market. There really wasn’t much to smile about with a double dip recession looming and a frugal Christmas just having passed.
So how (and why!) would I create a campaign to play off this generally overriding negative backdrop? Knowing the power of a cross track poster, I believed there was a couple of certainties in life that I could draw on that would put a smile on the face of the commuter across the platform as well as the media planner looking for a reliable, effective media platform to buy for their client. I would do this by: • • •
Reminding consumers (who are also our trade audience) of some of life's humorous certainties Show planners how effective Tube posters are at engaging and involving an audience, thereby generating talkability Highlight at a time when banks, papers and industries are going down ‘the tube’, that posters will always be here
Campaign concept and copy were written and devised by Mike Hemmings – no agency involvement MIKE HEMMINGS