'First Nations' first in class with bold, contextual use of Out of Home

The Outdoor Media Association (OMA) has announced ‘First Nations’ by NRMA Insurance as the Creative Collection Grand Prix winner for 2019.

Selected from over 79 Out of Home (OOH) campaigns, submitted throughout the year as part of the OMA’s Creative Collection competition, the Grand Prix category is judged against the following criteria:

• A simple idea that is flawlessly executed within a single glance
• Visual impact and strong creative appeal
• Encourages people to think and/or generates an emotional response
• Clear and obvious branding
• Complements/strengthens other mediums (online, mobile, radio, etc.)
• Contextually relevant
• The idea lends itself to further engagement and interaction through the use of digital technology or innovation

“The OMA Creative Collection competition was born out of a desire to debate and celebrate great Outdoor creative in market. 2019’s winning campaign exemplifies the power of an Out of Home advertisement executed with simplicity and beauty. NRMA Insurance is producing award winning work across all platforms and this campaign is yet another example of their use of something deeply Australian to evoke an emotion that connects us with our land and its original people,” said Charmaine Moldrich, OMA CEO.

NRMA Insurance was deemed the uncontested winner, with a campaign created in collaboration with three Aboriginal Land Councils and three Aboriginal artists from Wonnarua, Wiradjuri and Dharawal countries.

“The clever use of the fabric of large-format signs by NRMA Insurance to drive awareness and engagement with the traditional lands and identities of Aboriginal people was considered by the judges a wonderful use of Out of Home,” concluded Moldrich.

What struck me about the body of work shortlisted this year was the diversity of the thinking and the breadth of different ways to bring ideas to life with Out of Home. That's really what is so great about getting to judge the Grand Prix – the ability to see all of the best work over the entire year across all the judging criteria. As always, ideas rule and although there was plenty of debate, we universally elevated NRMA Insurance's Welcome to Country billboards to the top. It showed how culturally significant Out of Home media can be while being visually spectacular at the same time,” said Grand Prix Judge Sharon Edmondston, Creative Director, M&C Saatchi.

Also judged on the day was the 2019 Creative Collection quarter four, which attracted 20 submissions from OMA members including goa, JCDecaux, oOh!media, QMS Media, and TorchMedia.

NRMA Insurance’s First Nations campaign won the Big Bold and Bright category as well as being awarded the quarter four Grand Prix. Honourable mention in this category went to the Royal Automobile Club of Queensland (RACQ). Modibodi and eBay were joint winners in the Best Use of Multi-Format category while Compare the Market’s Simples Fuel campaign won the Best Use of Digital category, with an honourable mention awarded to Lexus.

Victoria Government’s Fire Ready campaign took out the Innovation in Out of Home category. Honourable mention in this category was awarded to Movember.

Quarter four judge Emily Lewis, Marketing and Commercial Manager, TorchMedia said, “All of the campaigns were great examples of how the Out of Home industry continues to evolve – taking risks with bigger and bolder creative ideas. The standout for me is how advertisers are creating beautiful, simple campaigns that not only communicate a campaign message, but provide utility for all who view them.”

Congratulations to all of the winners and thank you to our judges:

2019 Grand Prix judges:

• Sharon Edmondston, Creative Director, M&C Saatchi
• Adam J Francis, Founding Partner, Executive Creative
  Director, AJF Partnership
• Roxy Howe, Account Director, Hearts & Science
• Guy Patrick, Creative Director, The Works

2019 Creative Collection quarter four judges:

• Wendy Gower, Managing Director, Hearts & Science
• Hugh Hanlon, General Manager NSW, Hanlon Industries
• Emily Lewis, Marketing and Commercial Manager, TorchMedia
• Thanh Nguyen, Campaign Manager, Brand, eBay

ENDS

Emma Ward, Communications Manager, Outdoor Media Association – T: 02 9357 9916