The Outdoor Media Association’s (OMA) Best of Outdoor selection for October includes two campaigns urging Australians to get vaccinated. A new initiative that adds to billboards a nameplate with the country name of the traditional owners of the land was also selected.
Book your vaccination today Australia: Driving the vaccination tally onwards and upwards, the Australian Department of Health harnessed JCDecaux's digital network to deliver a daily national vaccination tally across five capital cities. The bold creatives reflected Australia's diverse community and encouraged commuters to do their bit and roll up their sleeve to add to the tally.
Creative agency: Universal McCann
Out of Home: JCDecaux
Together Australia: OMA members joined forces to deliver a simple message across their digital network. The images highlighted the things we've missed through the pandemic with the words Together Again – urging the public to get vaccinated in order to exit lockdowns. Utilising the immediacy of digital, the messaging changed when targets were met, to Together We Did It – a virtual high five to the collective efforts of the vaccinated 80 per cent.
Creative Agency: Amplifier
Out of Home: Australian Outdoor Sign Company (AOSCo), goa, JCDecaux, JOLT Charge, Motio, QMS Media, Shopper, Total Outdoor Media (TOM), and Val Morgan Outdoor (VMO)
Koori Country nameplate initiative Australia: Total Outdoor Media delivered a landmark initiative this year giving their billboards a permanent nameplate with the country name of the traditional owners of the land. This initiative pays respect to First Nations People and the original Indigenous country in which each billboard is located.
Creative agency: N/A
Out of Home: Total Outdoor Media
Sail Grand Prix Australia: SailGP is creatively using TorchMedia's space on a fleet of Sydney ferries to promote their major seafaring event before the summer. Creatives depicting impressive yachts amidst a backdrop of blue sky hold prime position on the iconic transport network servicing commuters and tourists alike. There's no better place to send a nautical message than out at sea!
Creative Agency: Milestone Creative
Out of Home: TorchMedia
Life-saving street furniture
UK: JCDecaux UK joined forces with The Community Heartbeat Trust Charity to deliver a series of Communication Hubs throughout the UK. These hubs offer commuters a charging point, a connection to emergency services and a code-activated defibrillator. The advertising space on their exterior, in the heart of the UK's largest cities, pays for the services the hub provides.
Creative agency: N/A
Out of Home: JCDecaux UK
Drops in the Ocean
UK: Out of Home media owner Ocean Outdoor launched a new fund in October to donate two per cent of their revenue towards advertising across their networks for environmental charities. With global warming an ever-present issue and COP26 in Glasgow under way, this initiative is amplifying timely and vital messages in prime locations, in full colour.
Creative agency: N/A
Out of Home: Ocean Outdoor
