Best use of context and data wins the day in Q3
The Outdoor Media Association (OMA) has today announced the winners of its quarter three 2020 Creative Collection competition.
Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter.
Campaigns are judged across the following categories:
- Big, Bold, and Bright
- Best Use of Multi-Format
- Best Use of Digital
- Innovation in Out of Home
Quarter three 2020 attracted 18 submissions from OMA members including: JCDecaux, oOh!media, QMS Media and TorchMedia.
Guest judges included:
- Peter Bailey, General Manager, Bailey Outdoor Advertising
- Mark Fairhurst, Chief Customer Officer, QMS Media
- Diana Ilinkovski, Marketing Director, STAN
- Matthew Michael, Managing Director, The Monkeys
The judges praised the entries that brought audiences together using temporal and location-specific messaging, while appealing to people’s shared experiences.
Peter Bailey, General Manager, Bailey Outdoor Advertising said, “It is inspiring to see how Out of Home is being used to support local businesses in a time of need. BWS’ simple, yet effective campaign provided the ultimate platform for independent brands to market their products, staying area-specific and prompting consumers to sample local products.”
“Outdoor, when done well, is so impactful. It has the power to grab attention, land a message and influence audiences in just a glance this in tandem with today's new technology makes it more compelling, more targeted and more interesting than ever,” said Matthew Michael, Managing Director, The Monkeys.
OMA CEO Charmaine Moldrich said “The judging this quarter was one of the toughest so far. The calibre of the entries has cemented my belief that we are seeing a renaissance of Out of Home creativity fuelled by digital opportunities. We’re seeing campaigns use data in more tactical ways to capture audiences by taking time of day, location and experience into account.
“Hats off to the clients and creatives who continue to explore and imagine the creative possibilities and then bring their products and services to life,” concluded Moldrich.
Please note there were no entries this quarter in the Innovation in Out of Home category.
Congratulations to the following winners:
Big, Bold and Bright
Campaign: Eclipse Mask
Advertiser: Mars Wrigley
Creative agency: N/A
Media agency: Mediacom
Big, Bold, and Bright – Honourable Mention
Campaign: Darrell Lea Makes It Better
Advertiser: Darrell Lea
Creative agency: Akkomplice Group Australia
Media agency: Direct
Best Use of Multi-Format
Campaign: Realestate.com.au Spring
Advertiser: REA Group
Creative agency: REA Group
Media agency: N/A
Best Use of Multi-Format – Honourable Mention
Campaign: Local Luvva
Creative agency: Paper Moose
Media agency: Woolworths@DAN
Printer: Cactus Imaging
Best Use of Digital
Campaign: Barbeques Galore 'Now You're Cooking'
Advertiser: Barbeques Galore
Creative agency: The General Store
Media agency: Carat
Emma Ward, Communications Manager, Outdoor Media Association – T: 0403 270 855