Brief
Sunday Times Best Places to Live
Grey London, 2013
The Sunday Times lists the best places to live in Britain every year. We were asked to create an outdoor and digital campaign to promote the list.
Case film
To promote The Sunday Times ‘Best Places To Live’ series we turned the outdoor poster on its head. We used the familiar aesthetic of ‘Diversion’ signs, but instead of saying the places names, the posters explained what's good about the place it diverted you to. We also created an interactive ad for The Times iPad app, using the built in GPS and compass in the iPad to help people discover these places. See below.
Results
The posters got people to the newsagents too. Sales increased by over 50,000 in a week, making it one of the most successful promotions in the papers history. The campaign also picked up silver in Creative Circle 2014 for best use of medium.