Outdoor haul eclipses last five years combined

Outdoor haul eclipses last five years combined

Another eight Gold Lions will be jammed into the foyer of McCann Melbourne courtesy of a mega showing in the Outdoor category.

A haul of 15 trophies split between four agencies is a handsome return for Australia, more than in the last five years combined.

However, the Dumb Ways to Die campaign missed out on one of three Grand Prix spots, which went to some clever ads for IBM in France offering people a bench, shelter and ramp.

Droga5 also picked up its first metal of the week with two Silvers for the Dry Dock campaign, and two Bronzes thanks to their Platinum Blonde work.

Those Silvers were matched by Leo Burnett’s Small World Machines vending machines for Coke, while Grey’s provocative work for the Transport Accident Commission also received a Silver.

Jury member Ben Welsh, ECD of M&C Saatchi, said the judges had each looked at around 2,000 pieces of work in a gruelling five day session before making their final decisions.

He told B&T: “I never knew so many problems could be solved with a bit of outdoor. So many case studies started with ‘this is a big problem in Mexico’ and things like that.

“There were a lot of campaigns that won a Gold this year, Dumb Ways included, which in other years would easily have taken out the Grand Prix, the standard was incredibly high.

“The way we looked at each piece was is this a great execution, it was not enough for it just to be part of a great campaign. For Dumb Ways, individually the pieces were fantastic.”

Jury president Tony Granger said the criteria used by the jury to decide whether something counted as an outdoor campaign was “the first point of interruption had to be outdoors, it could then lead on to a social or digital experience.”

Australian Outdoor Lions winners:


Dumb Ways to  Die, Metro Trains, McCann Melbourne (8)


Small World Machines, Coca-Cola, Leo Burnett Sydney (5)

Dangerous Debris/Creatures, Dry Dock, Droga5 Sydney (2)

A Place to Remember, Transport Accident Commission, Grey Melbourne


Upside Down/Corkscrew, Platinum Blonde, Droga5 Sydney (2)

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