‘News’ takes top gong for simple, clever, and creative use of Out of Home

The Outdoor Media Association (OMA) has announced ‘News in colour’ by News.com.au as the Creative Collection Grand Prix winner for 2018.

Selected from over 132 Out of Home (OOH) campaigns and submitted throughout the year as part of the OMA’s Creative Collection competition, the Grand Prix category is judged using 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

“These judging sessions give us the opportunity to not only see the best campaigns in market, but also to discuss and debate the best use of OOH. Again, this year we were inspired by the creativity of our fellow advertising channels and their ability to use our medium to its fullest potential. The one thing that remains constant is the unanimous agreement that when it comes to great OOH, it’s simplistic and clever creative that wins each time”, said Charmaine Moldrich, CEO of OMA.

While News.com.au took out the top gong, honourable mentions were also given to Lion Drink and Dairy for Yoplait 'Y' words and Jetstar for 'All Eye Want for Christmas'.

“As an advocate of OOH, it was particularly pleasing to see such a varied collection of work put forward. We had examples of beautifully art directed and sophisticated creative going head to head with cheeky and irreverent copy that may not be as aesthetically pleasing but worked the format and was contextually perfect”, said Bryan Magee, Managing Director at Posterscope.

Grand Prix judge Tammie Oon, Senior Brand Manager at Sanofi said, “Outdoor is the litmus test for marketing at its best; achieving scale, impact, and effectiveness in mere seconds. While News.com.au was crowned the best of the best for 2018 for its ability to combine technology with creativity, 'Y' words from Yoplait showcased how simplicity in visuals and messaging can deliver great cut through and impact fusing strong copy with a great creative visual”.

Also judged on the day was the 2018 Creative Collection quarter four, which attracted 34 submissions from OMA members including APN Outdoor, JCDecaux, oOh!media, QMS Media, and TorchMedia.

Quarter four campaign winners across the following categories were:

• Best creative execution – Paramount Pictures ‘Bumblebee’
• Best traditional use of the OOH medium – Myer ‘Myer Rebrand’
• Best traditional use of the OOH medium – Koala Mattress ‘Up Santa’s Chimney’
• Best use of a special build – Chrysler Group LLC ‘Jeep Cherokee’
• Best use of technology/innovation – Jetstar ‘All Eye Want for Christmas’

Creative agency: Paramount Pictures International, XYi Design and Spark | Media agency: Wavemaker
 

Creative agency: Koala Mattress | Media agency: Koala Mattress

Creative agency: Clemenger | Media agency: Ikon Melbourne

Creative agency: Cummins & Partners | Media agency: Starcom VIC

Creative agency: JWT | Media agency: Wavemaker

“I’ve always loved Outdoor. It’s still the purest form of advertising and, in my opinion, one of the toughest to get right. Campaigns such as ‘Shot on iPhone’, ‘Hello Boys’, and the sublime ‘pointing boy’ for British Airways show that a simple idea can do more for a brand than god knows how many social media content paradigm shifters. As such, it was great to sit down and, let’s be honest, fight like hell with a bunch of jurors with that same love. The winners didn’t need multiple headlines, confusing visuals, and body copy. They were simple. They were eye-catching. And that’s why they won”, said Andy Flemming, Group Creative Director at M&C Saatchi.

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

2018 Grand Prix judges:

• Andy Flemming, Group Creative Director, M&C Saatchi
• Peter Grose, Sydney Head of Investment, Ikon Communications
• Bryan Magee, Managing Director, Posterscope
• Rob Martin Murphy, Executive Creative Director, Ikon Communications
• Tammie Oon, Senior Brand Manager, Sanofi
• Tom Ormes, Founder and Creative Director, DO. Agency
• Charles Parry-Okeden, CEO, ECN International

2018 Creative Collection quarter four judges:

• Andy Flemming, Group Creative Director, M&C Saatchi
• Matthew Knopp, Trade Marketing Manager, oOh!media
• Bryan Magee, Managing Director, Posterscope
• Nikki Young, Advertising and New Business Manager Retail, Sydney Airport