“oOh!media’s Kindness campaign captured the COVID-19 zeitgeist,” said Charmaine Moldrich, CEO of the Outdoor Media Association (OMA), announcing the Q1 2020 Creative Collection competition awards. “oOh!media was quick to react in a time when people needed to be reminded to be kind and act with everyone’s best interest at heart.” oOh!media's wide format print business Cactus Imaging took home an Honourable Mention.
|Grand Prix and Innovation in Out of Home winner was the Doritos – Food Truck Flavours campaign for advertiser Doritos (Pepsi Co), creative agency Isobar and media agency PHD.|
Launched in 2013, the Creative Collection celebrates “the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter." Quarter one 2020 attracted 25 submissions from OMA members including: BIG Outdoor, JCDecaux, oOh!media, and QMS Media.
“The winning campaigns showcased the potential of Outdoor to put interesting twists on classic ideas,” said one of the judges, Natalie Hocking, manager marketing strategy and sponsorships, RACQ. “The Doritos campaign in particular created a miniature reality by transforming a bus shelter into a food truck, interacting with the audience in a way no other media channel could dream of. Great Outdoor makes you crave something you never even knew you wanted.”
Fellow judge Adam Cadwallader, CEO, XTD, said: “Outdoor has the ability to be very direct, in an over the top way which makes it impossible to miss. Utilising the opportunity of multi-formats with pop-culture references is what leveraged the winning campaigns over others, and made them stand out for the judges.”
OMA CEO Moldrich said: “oOh!media’s Kindness campaign captured the COVID-19 zeitgeist. Kindness helped drive a more thoughtful sentiment in the community. The timely nature of this campaign embodies the power of Out of Home, to positively influence communities."
Q1 Grand Prix and Innovation in Out of Home
Campaign: Doritos – Food Truck Flavours (see above)
Advertiser: Doritos (Pepsi Co)
Creative agency: Isobar
Media agency: PHD
Big, Bold, and Bright
Campaign: Australian Open 2020
Creative agency: Advertising Associates
Media agency: Havas media
Big, Bold, and Bright – Honourable Mention
Creative agency: TBWA Melbourne
Media agency: OMD Melbourne
Printer: Cactus Imaging/oOh!media
Best Use of Multi-Format
Campaign: Messages of Kindness, Consideration and Compassion
Advertiser: oOh!media and Junkee Media
Creative agency: oOh!media
Media agency: N/A
Best Use of Digital
Campaign: Peters Proud and Punch
Creative agency: Leo Burnett
Media agency: Spark Foundry
Innovation in Out of Home – Honourable Mention
Campaign: SUV & LCV Q1 2020
Creative agency: TBWA
Media agency: United Melbourne
Judges included Guy Patrick, creative director, The Works, and Claire Woods, head of external communications and digital marketing, oOh!media.