KK Outlet creative team and photographer Rob Murray create winning UK poster campaign for Mental Health Foundation

You may remember an earlier post calling for entries to create an ad campaign for the The Mental Health Foundation, in collaboration with the Lisa Pritchard Agency and Clear Channel Outdoor? If you don’t and you live in the UK, then you may have seen some of the  posters going up around the country this week.

The winning creatives, from over 70 entries, are Will Thacker and Blake Waters of KK Outlet based in Hoxton Square, east London and the creative team’s winning idea was shot by LPA’s Rob Murray and produced by LPA/production. KK Outlet is the London hub of KesselsKramer communications agency based in Amsterdam known for its innovative advertising campaigns working with a range of media and creative disciplines.

The brief was “to come up with a poster campaign to help the public understand the invaluable benefits of mindfulness, a simple and modern form of meditation that alleviates stress”.

The competition was geared towards creatives from both advertising and design with an aim “to come up with one photographic execution that would grab the attention of the nation and drive them to look into the charity further, with the final photography to be shot by one of the LPA roster of photographers”.

This is the pair’s original winning scamp which, for those who may not be familiar with the term  is a first rough/mockup that is usually used in a creative context as in “scamp up a design during a design brief”.

Will and Blake work on “a multitude of projects ranging from global advertising campaigns to music videos and running creative workshops in other countries” and decided to enter “a competition that offered a somewhat unusual charity brief, industry leading figures as judges – and the chance to create a national outdoor campaign in a quick turnaround.

Judges included Martin Bush (Creative Director – Golley Slater); Dr Jonty Heaversedge (Celebrity Doctor/Mindfulness Practitioner; Sir John Hegarty (Worldwide Creative Director – BBH) and Michael Johnson (Creative Director/Partner – Johnson Banks).

To find out more about the competition, go to LPA Blog.