Lion Dairy & Drinks Awarded Grand Prix For Yoplait OOH Campaign
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.
Campaign credits
Client: Lion Dairy & Drinks
Agency: AJF Partnership, a GrowthOps business
Media: Starcom
OOH: QMS, oOh! Media and AdShel
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.