How do you get commuters to pay attention?

Tell them not to. The Guardian’s daily podcast had a successful launch, but still had a key area for growth: commuters on the London Underground. On the London Underground, travellers are bombarded by ads - and no one likes it. So we played to the mindset of every commuter. We filled the background with a real transcript and told our audience not to read our poster. By purposefully overcrowding the visual, we demonstrated the benefit of the audio podcast and intrigued people by using good old-fashioned reverse psychology. The poster ran for two weeks on the London Underground, and was picked up by Campaign’s Ad Of The Day and Highly Commended by The Drum Design Awards, as well as increasing subscribers by 10%. Creative director: Sam Jacobs Copywriter: Octavia Welby Art director: Liam Smith