The campaign was launched at London’s Outernet on Monday, marking the first time a UK business sector has utilised the space. For maximum impact, a bespoke version of the campaign was created to play on the space’s wraparound screens.
The launch was attended by Minister of Trade Minister Chris Bryant, who said of the campaign, “We hardly ever boast on the international stage about advertising, and yet we’re the second biggest advertising exporter in the world. We have a bounce of trade which every other sector in the British economy would die for.” The work will have its international debut at the Cannes Lions festival after launching in the UK this week.
Speaking on the launch, our Global Group CEO and Chair of the UKAEG, Julian Douglas noted “Pound for pound, the UK is the best creative advertising market in the world. And in a fiercely competitive global market, that matters. The awards we win are great, but the commercial results of UK Advertising drives are what really count. ‘Where Creativity Works’ is a statement of fact. And the new campaign lands it emphatically. The tile system captures a modern, multifaceted creative industry, all pointing in the same direction.”