Time Out poster campaign focuses on bizarre link-ups

by Joe Lepper, Brand Republic 27-Sep-05, 13:55

LONDON - Mother has developed a poster campaign for London listings title Time Out, taking two separate consecutive magazine issues and merging them to create an unusual image.

The six-sheet campaign, which will run for 14 weeks, has launched on the London Underground. The use of media space that can only be changed out every two weeks is unusual for a weekly publication, but Mother makes this work by highlighting the differences of each week's material.

The first of seven executions shows a fantastical world of waterfalls and exotic animals appearing beneath a manhole cover to promote the current issue on underground London and next week's issue on secret London. Photography is by Marius Hansen.

This is the second project for Time Out that Mother has created. Its first campaign was launched in July and involved poster and print work with the slogan "Be a Tourist in Your Own City" to promote special offers for venues and exhibitions.

The agency was appointed by the listings title to handle the one-off brief earlier this year.

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