Promotional feature

Why this billboard stands out from the bunch

The chosen work
The chosen work

A simple yet visually arresting billboard design showing the importance of charity Rays of Sunshine's mission to grant sick children's wishes also illustrates the power of outdoor

Copy: Mary Weir, c/o, TBWA\London; Art direction: Dan Kenny, TBWA\London; Illustration: Javier Pérez

Posters and great outdoor creative are still as relevant, powerful and effective as ever at engaging consumers on the go – despite the distractions of digital and technology. 

On the third and final run of "Make an Impression" – Campaign’s creative callout in partnership with Primesight and Talenthouse – we invited creators from all over the world to take things back to basics, with an inspiring out-of-home creative brief for children’s charity Rays of Sunshine.

Jane Sharpe, CEO of Rays of Sunshine, Matt Lever, creative director at VCCP, Claire Beale, global editor-in-chief of Campaign, Nicola Roberts, ECD at Bray Leino, and Naren Patel, CEO of Primesight, all sat on the panel to decide which arresting visual had the biggest impact.

The design chosen by them will appear on 50 sites across Primesight’s premium digital roadside Network throughout the UK, with the winning artist picking up $1,000. 

Patel described this round as being the toughest that the panel has had to judge, as the quality of the submissions had been so high. But in the end, there could be only one design in the spotlight.

The work, "Balloons", will be part of a UK-wide campaign to raise awareness for the charity, which grants wishes to seriously and terminally ill children.

Sharpe said: "Every day of the year, Rays of Sunshine enables seriously ill children to fulfil magical wishes which they previously never dreamed possible.

"This simplistic yet impactful design communicates that message very clearly, which is why it came out on top against the other entries. I am excited about seeing the design go live on the billboards and the impact the ad will have on our charity."

Beale added: "It’s such an important, moving cause that it clearly brought out the best in the participating creatives, as there were so many interesting and inspiring ideas submitted. It was the simplicity of ‘Balloons’ that made it stand out. It had a clear impact and a lovely light touch."

"This was a particularly difficult round of judging, with some excellent submissions," Patel said. "‘Balloons’ represents the hopeful, positive and uplifting message that Rays of Sunshine spreads to children through its important work. I’m looking forward to seeing this design raise awareness on our billboards nationwide." 

"Grape stuff," Lever said of the design, which incorp­orates a photographic image of the fruit and an illustration. "A vine winner, and fitting that it should pip the competition to the post. Best of the bunch."

And that’s it. Over the past six months, we have seen thousands of entries come from Talenthouse’s community of 750k creators all over the world. 

From the brilliant to the barmy, these creatives’ work has proven that great outdoor work is still so important – and can change lives.

"I love the simplicity of this poster. It has real cut-through. It’s clear, charming and clever, making me feel full of hope and positivity about the cause – so much so, I just donated. Let’s hope others do too" – Nicola Roberts, Bray Leino

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