Creative Solutions 2024 wrap up: A look back at our favourite campaigns

First up, we spoke to David Hill, Senior Producer who helped bring Asahi's Super Dry campaign to life on four Adshel Classic shelters across the UK.

What was the brief?

Asahi was on a mission to bring a taste of Japan to the streets of the UK in a campaign that celebrated their flagship beer, Asahi Super Dry.

How did you get involved?

It all kicked off in the Playground (our client meeting and demo wonderland) where the idea of a creative shelter domination was seeded by our Agency and Client teams. Once they were sold on the idea of dominating an Adshel shelter and the creative possibilities, I was brought in to collaborate with the client and creative agency as to what the concept would be.

It wasn’t long until we settled on the ‘Welcome to Toyoko’ concept that dialled in on a clear design aesthetic of bright neon lights and a faux vending unit. My proudest contribution was the addition of an infinity mirror – a creative technique we prototyped years before and one that had been crying out for the right brief. The hero image of the red ‘Kanji’ symbols fading into the distance was the hook, and we used this as the inspiration for how the infinity mirror would look. The result were rows of glowing red Kanji symbols, seemingly disappearing into infinity, that became the crown jewel of the whole design.

Why is this your favourite campaign of the year?

The execution and the collaboration with the client and creative agency resulted a final build that was unlike anything we’d ever done—bold, eye-catching, and packed with creative techniques that pushed boundaries. Even after we moved part of the campaign into the office (to inspire future campaigns as part of the Playground Tour), colleagues commented on how striking the infinity mirror looks – calling it some of the best work they had seen from the team!

The cherry on top was a brand uplift study conducted by GroupM OOH that showed an overwhelmingly positive reaction with consumers more likely to consider to Asahi Dry in the future.

Watch the full campaign video

Next up, we hear from Jason Jarvis, Creative Agency Account Director, who worked on an exciting campaign collaboration with M&C Saatchi and RISE.365.

What was the brief?

Clear Channel collaborated with the youth organisation RISE.365 to find creative ways to educate the public about their important work using the power of Out of Home (OOH) advertising. We approached the creative agency M&C Saatchi to help create an impactful campaign, and they delivered one of the most powerful campaigns we've been a part of.

This campaign was designed to challenge stereotypes and unconscious bias. The creative concept featured talent from RISE.365, transforming them into book covers with titles that emphasized the proverb "never judge a book by its cover." These book covers were turned into expertly designed posters for OOH and displayed nationally on our screens.

How did you get involved?

I wrote the original brief sent to M&C Saatchi, which laid the foundation for the campaign. I also worked closely with the agency to ensure the creative concept stood out on our platform, developing the story and refining the idea. Additionally, I collaborated with Rise 365 to incorporate their insights and inputs into the narrative.

I oversaw communication between RISE.365 and M&C Saatchi for the campaign, managing the campaign plan, creative process, and launch preparations. I coordinated with stakeholders from Rise 365, M&C Saatchi, and Clear Channel to develop a launch plan and a joint press release. Post-campaign, I attended the launch event, speaking to attendees about Clear Channel, our screens, and how we helped bring this idea to life.

Why is this your favourite campaign of the year?

Changing Narratives is my favourite campaign because it demonstrates the power of a great idea when three organisations come together with one vision. This was a true collaboration from start to finish, involving a media owner, a creative agency, and a youth organisation. Together, we created an idea that rivals some of the biggest brands in terms of creativity, design, and public impact.

The social media statistics were mind-blowing, and the campaign received over 20 pieces of press coverage. Reading the comments on social media showed how inspired the public was by the idea. The creative work was also successful in the awards space, picking up two Creative Circle Awards.

And last, but certainly not least, we hear from Jastinder Chahal, Project Manager who helped bring Babybel's fantastic summer special build campaign to life.

What was the brief?

In summer, Babybel set out to create a bold, impactful, cheese-inspired campaign that captured attention and reinforced brand recall, all while championing their Summer of Sport competition, offering grassroots UK sports teams the chance to win funding and kit.

How did you get involved?

Once the concept of a giant peeling Babybel was proposed, my role was to collaborate closely with the client and creative production studio to bring their vision to life. From this initial stage, I was focused on bringing the 3D concept to fruition, ensuring that every detail of the design—from the iconic red wax peel to the curved 3D cheese—delivered maximum visual impact. This involved scoping out feasibility, securing approvals, and managing the production process and installation of the special build.

The client wanted a special build enhanced with a touch of street theatre, and we delivered just that with the addition of the PR stunt featuring a man on a ladder "peeling" the billboard.

The PR stunt became the centre piece of the campaign, introducing a new layer of creativity and engagement. Its interactive and playful nature captured the fun and comical essence of the campaign, creating a memorable moment that captured audience's attention and amplified the overall creative impact of the special build. This was a standout moment for me, as I was on-site in Manchester, personally coordinating the PR shoot and ensuring everything came together seamlessly.

Why is this your favourite campaign of the year?

This year, brands have been leveraging their iconic product designs in special builds to drive instant brand recognition, and this campaign was no exception. Babybel’s signature red wax pull-and-peel cheese was showcased in a fun, dynamic way, making the eye-catching special build instantly recognisable and memorable for audiences.

This campaign checked all the boxes for me—creativity, collaboration, and impact, making it a rewarding experience to work on, particularly seeing the final special build and witnessing the public's excitement.

The crowning glory was that the PR for this special build also reflected its success, with over 3,500 likes, impressive engagement on social media, and recognition in multiple media publications that praised both the concept and execution.

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