23rd May 2012, 3:51pm
Innovative imagery tilts competition in students’ favour
Sam Barber and Maria Sousa Machado A city centre billboard advert designed by two University of Lincoln students and featuring an unusual view of Lincoln has been unveiled.

Maria Sousa Machado (20) and Sam Barber (21) won a competition run by the DoubleTree by Hilton Lincoln in conjunction with the Lincoln School of Art and Design, to create an innovative advert for The Electric Bar and Restaurant, which exuded ‘sophisticated escapism’.

Maria and Sam were among 38 third-year University of Lincoln BA (Hons) Creative Advertising students who entered the competition – either as a team or an individual – and used contemporary tilt-shift photography to capture the view from the venue on the fifth floor of the DoubleTree by Hilton Lincoln.

Despite tough competition from the seven other finalists, the judges felt the resulting image of the Brayford Pool together with the strapline ‘An Elevated Perspective’ best met the brief.

DoubleTree by Hilton Lincoln’s Sales and Marketing Manager, Nicola Shepheard, who was one of the judges, was extremely impressed by the high calibre of the submissions. She said:  “The standard of the students’ work from the Creative Advertising programme was incredible and it was very difficult to choose a winner.

“We could have used any of the finalists’ proposals but Maria and Sam’s innovative use of imagery and clever strapline just gave them the edge.

“One of The Electric Bar and Restaurant’s unique selling points is the fantastic views of the city and their submission really reflected this in an innovative and eye-catching way.”

To produce the advert Maria and Sam worked with Newark-based photographer Clive Doyle who took a photo of the view from the roof-top bar and restaurant using tilt-shift photography to make it look like a miniature-scale model.

Maria said the duo brainstormed lots of ideas before settling on the winning entry. “We started off thinking about what makes the bar stand out and of different ways of looking at things through a lens”, she said.  “This translated quite literally in the end to using the tilt-shift image.”

For Sam, seeing their ideas come to life was one of the most rewarding aspects of the project. He said: “A lot of the work we have done is simply generating ideas, but actually seeing our idea come to life and turned into an ad campaign has given us invaluable experience.”

Also on the judging panel were: Restaurant Manager - Dan Ralley; Bar Manager - Andy Hallam; University of Lincoln Senior Lecturer - Mike Belton; Principal Lecturer - Gyles Lingwood.

Gyles said: “This very ambitious and successful project has given Sam and Maria the opportunity to work with a high-profile, well regarded brand and work alongside a top professional photographer. The ads that they have produced are beautiful, intelligent and will help the new Electric Bar and Restaurant achieve its strategic objectives."

“Projects such as this give students the incredibly valuable experience of progressing their concepts through to final production and enable the university to work with local businesses and transfer knowledge and experience from the academic team. Local businesses benefit from utilising the very impressive creative skills of the students before they join the University of Lincoln creative advertising alumni who are working at some of the best advertising agencies in the world.”

The advert will be used to promote The Electric Bar and Restaurant in newspapers and magazines, on websites and on a billboard on Broadgate in Lincoln city centre.
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