The winners of the fifth Pixel Awards have been announced, showcasing exceptional creativity and innovation in Digital Out-of-Home (DOOH). This year saw a record number of entries in the industry category, with 17 agencies taking part, along with 30 entries in the new student category.
In the industry category, first place went to Joachim Pearson and Oscar Randle from Yarn for their Bargain Box Crowdometer campaign for My Food Bag, earning $5,000 cash and a $40,000 media campaign. Their clever use of Google Maps data showed real-time supermarket crowd levels, promoting Bargain Box meal kits as a stress-free alternative to facing the crowds.
Kara Gouws and Pat Brennan from DDB Aotearoa secured second place with Yum Only Takes A Moment for McDonald’s, earning a $10,000 media campaign, while Hayley Tubb and Phaedra Starling, also from DDB Aotearoa took third with 5 O’Clock Somewhere for Mac’s.
Rex Carpenter, labs project manager at LUMO, added, “With so many high-quality submissions from both the industry and students, it was hard to pick just one winner. But what stood out to us from the winning submissions was their fresh use of data, with a simple and clear message to the audience. Showcasing that dynamic creative is at its best when it is big, bold, simple, and clean.”
In the new Student category, which invited classes from both Media Design School and AUT, first place went to Summer and Mitchell from AUT for their Kiwis, Know Before You Go campaign for Surf Life Saving NZ. This campaign uses MetService to display real-time tides on billboards at beaches across New Zealand, helping Kiwis stay informed about ocean conditions before their summer road trips. Scott Williams from AUT earned second with Car Cricket for ANZ, and Joshua Downs and Harry Brook took third with Bidboards for Trade Me.
Freddie Coltart, creative director at DDB Aotearoa & 2024 Pixels Judge, noted, “There was an amazing number of entries this year (especially with the students!), but the DOOH cream rose to the top with simple, insight-driven ideas that used fresh data and tech.”
Since its inception, the Pixel Awards have received 199 entries from 160 teams representing 95 different brands. We can’t wait to see even more innovative campaigns in 2025 when the awards return for another exciting year!
