The Outdoor Media Association has revealed the winners of its third-quarter 2020 Creative Collection competition.
Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter.
Winning this year in the ‘Big, Bold and Bright’ category was ‘Eclipse Mask’ (pictured above), a campaign developed by advertiser Mars Wrigley and media agency Mediacom.
Garnering an honourable mention in this category was the campaign ‘Darrell Lea Makes It Better’, by advertiser Darrell Lea, creative agency Akkomplice Group Australia, and media agency Direct.
The winner of the ‘Best Use of Multi-Format’ category was ‘Realestate.com.au Spring’, a campaign created by advertiser and creative agency REA Group, and printer Hogarth.
An honourable mention in this category was awarded to the campaign ‘Local Luvva’ by advertiser BWS, creative agency Paper Moose, media agency Woolworths@DAN, and printer Cactus Imaging.
While the final gong, ‘Best Use of Digital’, was awarded to the campaign ‘Barbeques Galore “Now You’re Cooking”’, by advertiser Barbeques Galore, creative agency The General Store, and media agency Carat.
There were no entries this quarter in the ‘Innovation in Out of Home’ category; however, this judging period attracted 18 submissions from OMA members, including JCDecaux, oOh!media, QMS Media and TorchMedia.
Guest judges for the period included:
- Peter Bailey, general manager, Bailey Outdoor Advertising
- Mark Fairhurst, chief customer officer, QMS Media
- Diana Ilinkovski, marketing director, STAN
- Matthew Michael, managing director, The Monkeys.
“It is inspiring to see how Out of Home is being used to support local businesses in a time of need,” Bailey said in a statement.
“BWS’ simple, yet effective campaign provided the ultimate platform for independent brands to market their products, staying area-specific and prompting consumers to sample local products.”
Michael added: “Outdoor, when done well, is so impactful.
“It has the power to grab attention, land a message and influence audiences in just a glance this in tandem with today’s new technology makes it more compelling, more targeted and more interesting than ever.”
“The judging this quarter was one of the toughest so far,” Moldrich said. “The calibre of the entries has cemented my belief that we are seeing a renaissance of Out of Home creativity fuelled by digital opportunities.
“We’re seeing campaigns use data in more tactical ways to capture audiences by taking time of day, location and experience into account.
“Hats off to the clients and creatives who continue to explore and imagine the creative possibilities and then bring their products and services to life.”
