The Outdoor Media Association (OMA) has announced the winners of its Creative Collection competition for the third quarter of 2017.
The Creative Collection competition recognises and celebrates the most creative and innovative out-of-home (OOH) campaigns.
Launched in 2013, the competition continues to gain momentum, with winners appearing in the biennial publication OPEN – an anthology of outdoor creative from Australia and around the world.
Campaigns are judged across the following categories: Best Creative Execution, Best Use of a Special Build, Best Use of Technology/Innovation, and Best Traditional Use of the OOH Medium.
Q3 attracted 28 submissions from OMA members including Adshel, APN Outdoor, goa, JCDecaux, oOh!media, Paradise Outdoor Advertising, and QMS Media.
Guest judges included Hanlon Industries general manager Elly Hanlon and Nick Errey, group corporate marketing and communications manager at oOh!media.
OMA chief executive Charmaine Moldrich said: “One element paramount to the evolution of OOH is creativity. When done well, OOH can capture the essence of a brand, impart a potent message, connect with an audience and create a reaction – all in the blink of an eye.
“The winners from this quarter are great examples of OOH at its finest.”
Errey said: “We had quite the debate around who should take out the Best Use of Traditional category. In the end, when we looked at which campaign played to the proven strength of classic OOH, it was hard to go past a giant croc on an unmissable billboard.
Hanlon said: “This quarter’s winning submissions have once again proven the power of OOH to continually evolve and reach new levels of imagination and innovation.
“Through thinking outside the box, OOH offers unparalleled attention and engages audiences in a way that online, broadcast and print media can only dream of.
Below is the full list of winners:
Best Creative Execution
Campaign: ‘The Heide Museum of Modern Art’
Advertiser: Heide Museum
Creative agency: M&C Saatchi
Media agency: Dentsu Mitchell
Best Traditional Use of the OOH Medium (winner)
Campaign: ‘Billabong Sanctuary’
Advertiser: Billabong Sanctuary
Creative agency: Paradise Outdoor Advertising
Media agency: N/A
Best Traditional Use of the OOH Medium (honourable mention)
Campaign: ‘The Handmaid’s Tale’
Creative agency: SBS
Media agency: Zenith
Best Use of a Special Build
Advertiser: Land Rover
Creative agency: Spark44
Media agency: Mindshare
Best Use of Technology/Innovation (winner)
Campaign: ‘Answer the call’
Advertiser: The 2017 Toyota AFL Finals Series
Creative agency: JCDecaux
Media agency: Vizeum
Best Use of Technology/Innovation (honourable mention)
Campaign: ‘Nutella Morning Moods’
Advertiser: Ferrero Australia Pty Ltd/ Nutella
Creative agency: oOh!media
Media agency: PHD Sydney