JCDecaux UK has unveiled its exciting, new brand positioning, ‘Real World Media’ and its first national brand advertising campaign, ‘Real makes you feel’, putting the emotional power of Out-of-Home at the heart of its proposition to advertisers.
Unveiled at an event at the St. Pancras London Hotel in King’s Cross to over 300 brands and agencies, the launch sets out the ambition behind the new positioning. The ‘Real makes you feel’ campaign uses the company’s own medium to demonstrate how advertising in shared public spaces captures attention, sparks emotion and becomes part of everyday life.
The new positioning reflects JCDecaux’s founding principle of using advertising to serve communities. By funding services in public spaces from bus shelters and free Wi-Fi to public defibrillators, JCDecaux connects a powerful and effective advertising medium with investment in the real world where it appears.
JCDecaux worked with the leading creative directors Chris Walker and Graham Pugh, and creative consultant Justin Gibbons to develop the ‘Real World Media’ and ‘Real makes you feel’ campaign platform. Developed through research and focus groups with the public, agencies and marketers, ‘Real World Media’ responds to the desire for greater human connection. Thirty lines were tested, with participants describing ‘Real makes you feel’ as “human”, “candid” and “warm”.
Running across Roadside, Retail, Rail and Airport environments UK-wide, the ‘Real makes you feel’ campaign features over 20 creative executions featuring people from across JCDecaux’s business.
Chris CollinsReal World Media is what we do - we want to inspire brands to think bigger about what they can achieve in the real world. Our medium combines the scale to build brand fame with the emotional power to make people remember and care. That’s why we are launching ‘Real makes you feel’, JCDecaux UK’s first nationwide brand campaign, bringing our message to audiences in the public spaces where people come together in the real world.
Co-CEO of JCDecaux UK
Dallas WilesThe growth of our Out-of-Home business is rooted in the real world, where people come together. The real world is full of moments that make us feel something – and that’s what JCDecaux Real World Media captures. With our ‘Real makes you feel’ campaign we’re applying the brand-building principles we champion for our customers to our own brand, showing the strength of our medium through the medium itself.
Co-CEO of JCDecaux UK
Graham Pugh and Chris WalkerWe were thrilled to be asked to create outdoor ads advertising Outdoor. It’s still the most exciting medium for any creative to work on, due to its impact and simplicity. In a world of one-to-one communication on a phone screen, Outdoor offers that rare thing – a shared experience in the real world.
Creative Directors
Creative credits: ‘Real makes you feel’
Client: JCDecaux UK
Creative Directors: Graham Pugh and Chris Walker
Creative Consultant: Justin Gibbons
Creative: Russell Gower
Photographer: Dan Tsantilis
About Creative Directors Graham Pugh and Chris Walker
Chris & Graham have worked in advertising for over 30 years at agencies like Saatchi & Saatchi, FCB and Ogilvy. They first teamed up in 1994 and went on to create work for Waitrose, Heals, Bluewater, UK Govt, National Trust, Chevrolet, CBI, Brook Street Recruitment and others.
Today, Chris is a lecturer in Marketing and Management, Westminster Business School, University of Westminster, while Graham runs Brand Voice Agency, creating brand platforms for a diverse range of clients from tunnel engineers to personal coaches.