Visuals: https://getbehindthebillboard.com/episode-103-katie-dinardo-kelley-barrett

Episode #103 features Katie DiNardo & Kelley Barrett, creative directors at Uncommon New York.

Katie & Kelley are a brilliant and prolific team. They started their career at Leo Burnett, Chicago creating the anti-gun violence campaign “The Lost Class" which won a Titanium Lion, one of the most revered accolades in the industry. Their rise to fame has continued at pace ever since, being included in both AdAge's "Creatives to Watch " and Adweek's "Creative 100" lists from 2025.

We started our chat with British Airways, which was most apt as we flew out on BA, and for the week were Englishmen in New York. We love the BA campaign, and it was great to see previously unseen executions, ‘A city that sleeps’ is a cracker.

Next we talked pain. The retail kind. A social experiment in SoHo, New York, during Fashion Week, featuring a claw machine containing a single, un-winnable Hermès Birkin bag worth $10,000. A provocative and brilliant use of OOH. Prior to installation, ads across the city were asking "Want pain?" or proclaiming "One priceless handbag you have zero chance of winning," to build intrigue. For those who came along, consolation prizes of t-shirts and keychains eased the pain, extending the ironic message beyond physical the stunt itself.

Although not pure OOH, we also chatted a bit about The Lost Class, just because it was a big moment and an incredibly important campaign.

We finished on DePop with witty fashion billboards. People sharing their clothes. The buyer and seller together inside the same jumper together. Much like K&K themselves.

Thank you so much Katie & Kelley. It was great to have you on the show and best of luck with the wedding plans 👰 💍 👰

And as ever, huge thanks to all our sponsors, who make the show possible: