The Outdoor Media Association (OMA) has today announced the winners of its quarter three 2018 Creative Collection competition.
Launched in 2013, the Creative Collection competition celebrates the big, bold, and audacious canvas that is Out of Home (OOH), and recognises the best OOH campaigns each quarter.
Campaigns are judged across the following categories:
• Best creative execution
• Best traditional use of the OOH medium
• Best use of a special build
• Best use of technology and innovation
Quarter three 2018 attracted 35 submissions from OMA members including: Adshel, APN Outdoor, JCDecaux, oOh!media, Paradise Outdoor Advertising, QMS Media, and TorchMedia.
Guest judges included:
• Peter Grose, head of investment, Ikon Communications
• Tammie Oon, senior brand manager, Sanofi
• Andrew Tyquin, director, Outdoor Systems
Sanofi senior brand manager Tammie Oon said: “The OMA’s quarter three 2018 Creative Collection showcased very strong contenders who demonstrated a breadth of creative executions that were out of the box.
“We also saw submissions which capitalised on technology and data to maximise impact, engagement, and contextual relevancy.
“Be that as it may, what came across as paramount is simplicity and clarity of the brand message.
“An ingenious creative execution will always win in a medium that is meant to capture the attention of many in a blink of an eye.”
Of special note is the ‘Yoplait’s “Y” words’ campaign which was awarded the Grand Prix this quarter. A quarterly Grand Prix is given when a campaign epitomises creative excellence.
Yoplait delivered a message that was comprehended within a single glance, using OOH to its fullest brand-building potential.
Best creative execution and Q3 Grand Prix:
Campaign: ‘Yoplait “Y” Words’
Advertiser: Lion Drink and Dairy
Creative agency: AJF Partnership
Media agency: Starcom
Best traditional use of OOH:
Campaign: ‘Bananas (Peel Good Feel Good)’
Advertiser: Horticulture Innovation Australia
Creative agency: Elevencom
Media agency: Ikon Communications
Best use of a special build:
Campaign: ‘The Experimental Series – Glenfiddich’
Creative agency: Jerrycan Creative Media agency: Vizeum and Posterscope
Best use of technology and innovation:
Campaign: ‘Mt Hotham Snow Cam’
Advertiser: Mt Hotham Skiing Company
Creative agency: MDW Design
Media agency: None