Technology leads the way: Creative Collection Q1 2023 Winners

The Outdoor Media Association (OMA) has today announced the winners of the Quarter One Creative Collection competition for 2023.

Submissions increased dramatically this quarter, with 43 entries, up from 31 for the same quarter last year. Campaigns were submitted for consideration by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Shopper, TorchMedia and Val Morgan Outdoor (VMO).

Judges included:

• Tony Haines, General Manager, EiMedia
• Mario Lendvai, Co-founder and Creative Director, Broken Yellow
• Edward Macaulay, Senior Art Director, Emotive
• Elizabeth McIntyre, CEO OMA and MOVE
• Peter Upton, General Manager, Gawk Outdoor

Elizabeth McIntyre, CEO, OMA said: “I was excited to see the breadth and depth of the entries for my first Creative Collection judging session. What stood out for me was the clever use of technology while still staying true the fundamentals of what works in Out of Home (OOH) advertising. The competition is an excellent one-stop-shop to see the best creative work that is out and about, and this quarter did not disappoint.”

Tony Haines, General Manager, EiMedia said: “The scale and response of ARN’s The Christian O'Connell Show - Gold 104.3 (Melbourne) campaign stood out to me. They created a multi-format, digital OOH campaign, that connected directly with audiences. Outdoor advertising works brilliantly with other formats, and ARN has done this in a very clever and engaging way.”

Mario Lendvai, Co-founder and Creative Director, Broken Yellow said: “OOH is at its best with simple and clever design. Transport for NSW’s Ride with Pride campaign is a good example of a simple yet effective campaign that gets across the clear message that everyone is welcome in this space.”

“The AFL’s Takeover with Your Team Colours campaign sparked the commuter’s competitive nature and gave them the power to influence the display in front of them. It brings the human element to OOH and taps into the heart of Australian sport,” said Edward Macaulay, Senior Art Director, Emotive.

“For the Innovation in OOH category, I couldn’t look past Cointreau’s The Original Margarita campaign. The Bus Shelter Takeover was eye-catching, and then the follow up with cocktail recipe cards put the brand in the hand and that can’t be beaten,” said Peter Upton, General Manager at Gawk Outdoor.

Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is OOH by recognising exceptional campaigns in 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
• Out of Home for Good

Q1 2023 Creative Collection winners:

Big, Bold and Bright Winner
Campaign: The Super Mario Bros. Movie turned Melbourne Central into Mario Central
Advertiser: Universal Pictures International (UPI)
Creative agency: UPI, XYI Design Limited & Odyssey Media Advertising
Media agency: EssenceMediacom
Printer: Cactus

Best Use of Multi-Format Winner
Campaign: The Christian O'Connell Show - Gold 104.3 (Melbourne)
Advertiser: ARN
Creative agency: ARN Marketing & Playful Agency
Media agency: Initiative Melbourne
Printer: N/A

Best Use of Multi-Format Honourable Mention
Campaign: World Pride/ Mardi Gras 2023
Advertiser: Archie Rose Distilling Co.
Creative agency: Archie Rose in-house
Media agency: The SPEED Agency
Printer: GSP

Best use of Digital Winner
Campaign: Takeover with Your Team Colours
Advertiser: AFL
Creative agency: POLY & oOh! Content & Creative Technology
Media agency: AFL
Printer: N/A

Best use of Digital Honourable Mention
Campaign: SCA’s Triple M Footy Dynamic Execution
Advertiser: Southern Cross Austereo
Creative agency: Southern Cross Austereo in-house
Media agency: Southern Cross Austereo
Printer: N/A

Innovation in Out of Home Winner
Campaign: The Original Margarita
Advertiser: Cointreau
Creative agency: Spirits Platform
Media agency: Kaimera
Printer: Grand Print Services

Out of Home for Good Winner
Campaign: Ride with Pride
Advertiser: Transport for NSW
Creative agency: Transport for NSW in-house
Media agency: N/A
Printer: Print Effect