When Munch's 'Scream' sits in a gallery, people view it differently than when it's printed on a mug.
Sir John Hegarty - Electric Glue
Three simple words, grab your attention. But it's only when you look closely and understandthe context that you find the true meaning of the words. When you know Julie Andrews saysshe loves Dick it changes everything. It's the context thatmakes you laugh.
Matt Saunby - 2050 London
This concept is a reminder that buying the right idea, but not following through with theright media, is a false economy.
Ian Heartfield - New Commercial Arts
It's not just what you say that matters, it's where you say it. Context is everything. Byputting three posters together in an unfortunate combination, this ad playfully dramatisesthe #MediaFails that can occur when you treat media placement as analgorithm and not as an art form.
Jon Gledstone - Mr President
In China context is everything. Instincts and senses are highly tuned to gather information,connect the dots and read between the lines. Only then you can extract the full picture andmeaning behind your communications. As such, the question of the glass becomesunnecessary. Look around and you'll find the answer.
Kelly Pon - BBH China
Today, more than ever, context is king. Where you say it is just as important as what you say.The art of blending the two is everything.
William Gelner - Engine
Advertising is fundamentally persuasion. And persuasion happens to be not a science butan art form. I can't honestly say i've ever looked at a media plan and admired it for its artistry.But I can think of countless occasions where imaginative media thinking makes an ideabolder, more audacious, more artful and ultimately more persuasive.
Nick Kidney - BBH London
Where our ads are seen is as important as the idea itself. Out of context they canmean something completely different to the original intention. Do advertisers reallynot care anymore about where their content is viewed as long as the numbers add up?
Bruce Crouch - Creative Director
This piece explores the idea of taking the most important question you couldever ask someone and asking it in the worst way possible.
Perspective is everything.
Harry Warman - Intern
There is an aesthetic quality in the everyday things that - given the right context -
can totally shine and be transformed into art.
Flo Heiss - Creative Director
Boris was once overheard in a restaurant going on about how brilliant it would be for thecountry to leave the EU. If Johnson had kept his views inside the walls of that restaurant, wewouldn’t be in the mess. As advertisers, our mediaspaces are powerful - and we have to thinkhard about what we are saying and how it can benefit the world - not destroy it.
Anna Arnell - Creative Director
A dead cow in an art gallery becomes a statement of modern art. But take it back to theabattoir and it becomes sausages.
This concept illustrates the best of what creative media can do. At its best, it bringsdelight and surprise, it entertains and simply helps brands stand out from therest of the clutter.
Johnny Tan - 72andsunny