JWT London is helping out with "Record Store Day" tomorrow (April 16) with a colorful pro-bono London poster campaign celebrating vinyl's resurgence.
The idea is that independent stores and restaurants in London's Soho can choose a poster and put it up in their window directing people to the local record stores. Each poster features a visual related to a popular business found in Soho -- pizza restaurants, coffee shops, ramen bars and so forth -- with a vinyl twist. Stores can select the poster most relevant to them, write their name on it to show they support the day's events, and use them to tell their customers where Soho's record stores are. JWT worked with a selection of illustrators with a "passion for vinyl," including Jordan Cheung, Toby Leigh and Paul Bower.
Record Store Day is a global event that began in 2007 on the back of the resurgence of vinyl. The BBC reported this week that sales of vinyl continue to surge in the U.K., boosted by streaming services that let people try before they buy; although, 48% of people who have bought a vinyl record have yet to listen to it.