John West ‘Fishing’

Julie Adams and Richard Connor, a young team at Leo Burnett, were working on a trade brief for John West.

As they were waiting to share their work with us one day the sun was shining and Mark Tutssel and I could see their idea through the back of their layout.

‘That’s good’, we said together.

‘But it’s not running as a trade ad’.

We asked photographer Andy Roberts to shoot the ad for us and presented it finished to our clients.

It ran as press and as a 48-sheet poster and won the Grand Prix at The London International Advertising Awards and two Silver Lions at Cannes.

A recent online article featured the ad under the headline ‘Is this the best press ad of all time?'