Cannes makes outdoor boss Sam Cook a chief creative officer for a week – thanks to Ricoh

A year ago we reported on the erection (steady on) of a new Ricoh Tower on London’s traffic-packed M4 elevated section (the main route into London for Heathrow arrivals, of which there are about to be zillions for the Olympics if they ever succeed in navigating immigration).

This is the first such London poster site powered solely by renewable energy and was built for Ricoh and agency Dentsu by a company called Urban Storm, working with Outdoor Plus. The site was commissioned by outdoor legend Kevin Shute’s Rainmaker media agency.

A couple of weeks ago at the Cannes International Festival of Creativity the Ricoh Tower ‘eco-billboard’ was shortlisted in the Outdoor category, one of the most keenly-contested at the Festival, which made everyone happy (obviously it would have been even better if it had won).

And Urban Storm founder Sam Cook had even more reason to celebrate – he was named as chief creative officer of the Dentsu offshoot who submitted the campaign.

Cook (left), who is now CEO of multinational outdoor signage company Prismaflex after merging Urban Storm with the French-owned company, says: “I’ve been called a lot of things in my time but chief creative officer isn’t one of them. But we pride ourselves on helping to produce creative solutions for outdoor advertisers so, what the hell, I’ll take it.”

Kevin Shute says: “Rainmaker worked on this project for for nearly two years before it came to fruition. At times building a cathedral in Barcelona seemed an easier task to accomplish. So a shortlisting at Cannes is a wonderful endorsement of the collective contribution, faith and commitment from everyone involved in the project – whatever their title.”

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