CBS Outdoor has set the Scottish creative industry the challenge of creating a campaign to promote the effectiveness of bus advertising.

From the 46 creative concepts received over the summer concepts from five agencies, eight designs remain on the final shortlist, with the winner receiving a free bus media campaign which will run in Scotland.

The five agencies on the final shortlist are Merle, Family, The Union, Frame and The Bridge, with each creating adverts using the strapline ‘If you can put a piece of vinyl on it – you can use it!’ 

The judging has been based around six key measures; relevance for the medium, creativity of concept, innovation, a consumer focus on the concept being stand-out and eye-catching and generating ‘talkability’ on the high street.  

The judging panel comprised of renowned Scottish creative director Jim Downie, Dean Griffiths from creative agency Dewynters, Sean Duffy - CBS Outdoor’s business director for Scotland Sean Duffy and Iain Coupar, marketing director of Lothian buses.    

Duffy commented; “We launched this competition to showcase some of the best creative talent in Scotland and to get the community thinking about the bus medium and how they can use it to bring their clients’ brands to life.  Buses are a really engaging media and we all know and recognise them as part of our local community but they have the added dimension of being a creatively flexible platform that clients can have some real fun with.”
The winning creative concept will be announced at an awards ceremony on the 15 October.