The Outdoor Media Association (OMA) has announced ‘News in colour’ by News.com.au as the Creative Collection Grand Prix winner for 2018.
News.com.au has taken the top gong for simple, clever and creative use of Out of Home. The ad was created for News.com.au by Bohemia.
News.com.au was selected from over 132 Out of Home (OOH) campaigns, submitted throughout the year as part of the OMA’s Creative Collection competition.
OMA CEO Charmaine Moldrich said: “These judging sessions give us the opportunity to not only see the best campaigns in market, but also to discuss and debate the best use of OOH.
“Again, this year we were inspired by the creativity of our fellow advertising channels and their ability to use our medium to its fullest potential.
“The one thing that remains constant is the unanimous agreement that when it comes to great OOH, it’s simplistic and clever creative that wins each time”.
While News.com.au took out the top gong, honourable mentions were also given to Lion Drink and Dairy for Yoplait “Y” words and Jetstar for “All eye want for Christmas”.
Sanofi senior brand manage and Grand Prix judge Tammie Oon said: “Outdoor is the litmus test for marketing at its best; achieving scale, impact and effectiveness in mere seconds.
“While News.com.au was crowned the best of the best for 2018 for its ability to combine technology with creativity, “Y” words from Yoplait showcased how simplicity in visuals and messaging can deliver great cut through and impact fusing strong copy with a great creative visual”/
Also judged on the day was the 2018 Creative Collection quarter four, which attracted 34 submissions from OMA members including APN Outdoor, JCDecaux, oOh!media, QMS Media and TorchMedia.
M&C Saatchi group creative director Andy Flemming said: “I’ve always loved Outdoor. It’s still the purest form of advertising and, in my opinion, one of the toughest to get right.
“Campaigns such as ‘Shot on iPhone’, ‘Hello Boys’ and the sublime ‘pointing boy’ for British Airways show that a simple idea can do more for a brand than god knows how many social media content paradigm shifters.
“As such, it was great to sit down and, let’s be honest, fight like hell with a bunch of jurors with that same love.
The winners didn’t need multiple headlines, confusing visuals and body copy. They were simple. They were eye-catching. And that’s why they won”.
2018 Grand Prix judges:
- Andy Flemming, Group Creative Director, M&C Saatchi
- Peter Grose, Sydney Head of Investment, Ikon Communications
- Bryan Magee, Managing Director, Posterscope
- Rob Martin Murphy, Executive Creative Director, Ikon Communications
- Tammie Oon, Senior Brand Manager, Sanofi
- Tom Ormes, Founder and Creative Director, DO. Agency
- Charles Parry-Okeden, CEO, ECN International