Labour Isn't Working

Saatchi & Saatchi for the Conservatives, 1978 and 1979 A line of jobless people snakes away from an unemployment office toward the horizon, and the headline puns on the word working. That single double meaning, set in huge black capitals over a photograph that looks like documentary, made it the model for the British attack poster. The crowd was staged: only about 20 Hendon Young Conservatives turned up, so the same people were photographed repeatedly and composited into one long line. A small slogan at the foot, Britain's better off with the Conservatives, is the only sell. Campaign magazine named it the best poster of the century in 1999.