Lion Dairy & Drinks, AJF Partnership and Starcom have been awarded the Q3 Best Creative Execution and Grand Prix in the Outdoor Media Association’s (OMA) Creative Collections competition.
The winning work was for the Yoplait Out of Home (OOH) campaign.
Run quarterly by the OMA, the Creative Collections competition recognises the best OOH campaigns from across Australia, while celebrating the bold and audacious canvas that is OOH.
Lion Dairy & Drinks marketing & innovation director Darryn Wallace explained that in a competitive and ever-changing landscape of yoghurt and FMCG they were looking to drive re-appraisal and awareness of the Yoplait brand in a way that stayed true to its personality and leveraged its key assets.
“We were targeting a broad audience of main grocery buyers and wanted to connect with people, allow them to smile, and feel good about themselves, Yoplait and that moment of time,” Wallace said.
“It was a truly collaborative approach from all our agency partners to bring this campaign to life and we have leveraged this through a broader holistic approach consisting of digital, social, in-store and sampling.
“We have been delighted with the results and continue to support the brand with this creative.”
AJF Partnership – a GrowthOps company – developed the creative for the campaign.
AJF partner and executive creative director Adam Francis welcomed the recognition of the campaign’s clear and simple messaging.
“Everybody knows the principles of fast, simple outdoor but actually achieving it, isn’t always that easy. The Yoplait campaign messages can be understood within a single glance,” said Francis.
“As always, we are grateful for the opportunity to work with Lion Dairy & Drinks and collaborate with great partners to bring our creative to life.
“Everyone involved is very pleased with the results the campaign has delivered so far.”
Starcom client services director Sam Harris also highlighted the great collaboration between Lion Dairy & Drinks, AJF and Starcom.
“Through the collaboration we understood the need to focus on appreciating life’s simple moments, where we find joy.
“We needed to deliver this connection through mass reach and top of mind awareness by supporting the pack change and intercepting everyday moments during high dwell times,” Harris added.
“Effective use of digital out of home with QMS, oOh! Media and AdShel, combined with great creative, provided this solution and we’re really proud of the impact it’s delivered to Yoplait, ultimately driving a strong business result.”
OMA judge and senior brand manager at Sanofi, 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… 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.”
The OMA explained that a quarterly Grand Prix is only given when a campaign epitomises creative excellence.
They described the Yoplait campaign as delivering a message that was understood within a single glance, using OOH to its fullest brand-building potential.
The campaign launched in July and will run through to the end of the year.
It’s appearing in large format and street furniture in New South Wales, Victoria, Queensland, and South Australia.
AJF Partnership is one of Australia’s largest and most effective creative agencies.
It is the only Australian agency to ever win the Grand Effie twice, and this year won silver and bronze Effie awards.
Client: Lion Dairy & Drinks
Agency: AJF Partnership, a GrowthOps business
OOH: QMS, oOh! Media and AdShel