Static Image Wins Most Creative Outdoor Campaign, Even Amid All The Digital

Sometimes it’s not all about the moving images when it comes to genius outdoor campaigns, if the latest Grand Prix winner from the Outdoor Media Association’s (OMA) Creative Collections competition is anything to go by.

Emma Mackenzie
Posted by Emma Mackenzie

Qantas has nabbed a doozy of a win with a poster of its Feels like Home campaign, a feat Charmaine Moldrich, CEO of the OMA, beams about as it was amongst all the other fabulous digital campaigns.

“It is heartening to see a poster, which I believe has the power to paint a thousand words, winning the OMA 2015 Grand Prix, amid the talk of digital,” she said in a statement.

The win also honours the memory of creative Neil Lawrence, who tragically passed away mid last year. Lawrence was the executive creative director and copywriter of the campaign – made from agency Lawrence Creative Strategy – when it first launched in November 2014.

Qantas may have nabbed the Grand Prix, but Lexus, the Melanoma Institute of Australia and Sony Pictures also received notable mentions for their campaigns,

Nevertheless, Julie Faktor, creative director at Yonder creative and one of the judges of the campaigns, said there was quite a debate among the judges as to who should take out the Grand Prix, “it was a really close call”.

“The execution of the Qantas work was flawless, because of its ability to say so much in the time frame of a glance which just nudged it ahead,” she said. “The candid nature of the Qantas photography evokes a very immediate and emotional response, which really hits home in an outdoor environment.”

Also judged at the same time were the entries for the fourth quarter of the year, which attracted 44 submissions.

The winners of the quarter four campaigns are:

  • Best creative execution – Sony Pictures “The Walk”
  • Best traditional use of the OOH medium – Lion Dairy & Drinks “Dare Iced Coffee”
  • Best use of a special build – Cancer Institute of NSW “Pretty Shady”
  • Best use of technology/innovation – Ice Break “Refuel Here”

The criteria for the judging for the whole competition was:

  • A simple idea that is flawlessly executed within a single glance
  • Visual impact and strong creative appeal
  • Encourages people to think and/or generates an emotional response
  • Clear and obvious branding
  • Complements/strengthens other mediums (online/digital, mobile, radio, etc.)
  • Contextually relevant
  • The idea lends itself to further engagement and interaction through the use of digital technology or innovation