Top 10 press ads of 2017

The best press ads of 2017 featured beautiful design, strong copywriting and clear illustrations of campaign messages.

1. Hellmann’s ‘Food pioneers’

One of a handful of UK print ads to win metal at Cannes, this campaign paid tribute to the pioneering food "weirdos" who ventured into unknown territory and discovered the delicious taste of strange-looking foods such as squid, prawns and mushrooms.

Agency: Ogilvy & Mather London
Creatives: Joanna Cassidy Osborne, Angus George, Dave Towers

2. Waitrose ‘Waitrosé’

This simple and elegant one-off ad ran over a bank holiday weekend to promote the retailer’s special offer on rosé wine.

Agency: Adam & Eve/DDB
Creatives: Feargal Ballance, Patrick McClelland

3. Freedom Brewery ‘A taste of Freedom’

Having taken a stake in the craft beer company, CHI teamed up with French artist Thomas Danthony to create four pieces of work that were gifted to publicans across the UK, in a nod to the days when brands would make art for pub walls. The work won two D&AD Pencils and a bronze Cannes Lion.

Agency: CHI & Partners
Creatives: William Cottam, James Crosby, Danny Hunt

4.Rhône Valley Vineyards ‘Everyday sophistication’

Creature used artwork in the style of vintage French ad posters to illustrate typical British scenes and expressions, such as a night in with a glass of wine and "le tellybox".

Agency: Creature of London
Creatives: Dan Ball, Joe Stone

5. Barclays 'Digital safety'

Barclays tackled the dry subject of digital safety with simple illustrations of bank storefronts superimposed on blocks of flats and houses. The ads were a subtle yet effective way to drive home the danger of fraud, a message that too often relies on scare tactics.

Agency: Bartle Bogle Hegarty London
Creatives: Dave Adamson, Simon Hipwell, Matt Pam, Richard Prentice

6. Nationwide ‘Voices’

VCCP’s print campaign from March was made up of poems highlighting the building society’s values and beautifully complemented its TV work, showing that banking doesn’t have to be nasty.

Agency: VCCP
Creative: Jim Thornton

7. Pampers ‘#ALittleThankYou’

Pampers launched its smallest nappy – designed in conjunction with neonatal nurses to meet the specific demands of tiny premature babies – with this print campaign, while also offering #ALittleThankYou on International Nurses Day to those who helped with the design.

Agency: Saatchi & Saatchi
Creative: Rob Burleigh

8. Paddy Power ‘Trump behind bars’

The Irish bookmaker created a tactical ad offering bets on whether the US president would be impeached. The work ran after it was reported that Donald Trump had revealed classified national security information to Russia. Paddy Power offered odds of 2/1 that Trump would be impeached in his first term.

Agency: Lucky Generals
Creatives: Ben Martin, Kendal Peters

9. Great Western Railway ‘Five go on a Great Western adventure’

The agency’s debut work for the train company brought to life Enid Blyton’s quintet of Julian, George, Dick, Anne and Timmy the dog in a charming print ad accompanied by TV, cinema, radio and social.

Agency: Adam & Eve/DDB
Creatives: Ben Tollett, Steve Wioland, Matt Woolner

10. i/Johnston Press ‘Election’

The snap general election allowed Atomic to flex its creative muscles with this campaign for the newspaper featuring portraits of party leaders in guises that represent subjects synonymous with their campaigns, such as Theresa May pictured in a fox fur stole.

Agency: Atomic London
Creatives: Guy Bradbury, Dave Henderson

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