The Outdoor Media Association (OMA) has announced the winners in the quarter two Creative Collection competition for 2021.
The competition attracted 36 submissions from OMA members including: BIG Outdoor, JCDecaux, oOh!media, QMS Media, Shopper and Val Morgan Outdoor.
Guest judges were:
• Tim Elder, national head of sales – direct clients, independent agencies, boutique agencies, oOh!media
• Mike Spirkovski, chief creative officer, Saatchi & Saatchi Australia
• Ben Walker, CEO, Shopper
• Sian Whitaker, general manager, Broadsheet Media
Best Use of Multi-Format winner
Campaign: Our Green Gold
The judges recognised how simplicity and context were strategically used in the campaigns by the winners. There were six entries in the newest category Out of Home for Good, reinforcing Out of Home’s ability to spread positive messages and speak to the community.
OMA CEO Charmaine Moldrich said, “The Creative Collection competition often captures the zeitgeist and this quarter’s entries certainly exemplified where we sit as a nation. These reflections were captured across the board, from campaigns promoting sport, local tourism, art, and delicious home-grown produce, to messages encouraging vaccination. It was all about our togetherness and it is so wonderful to see that reflected back at us through the messages we carry on our signs.”
Best Use of Digital winner
Campaign: AFL
Mike Spirkovski, chief creative officer, Saatchi & Saatchi said, “The campaigns that delivered a sense of experience worked well for me and my particular favourite was the Art Gallery of NSW’s campaign, for its great use of simplicity and context. Adding picture frames to the posters on Outdoor signs, would have had a massive impact on the streets of Sydney.”
Sian Whitaker, general manager, Broadsheet Media said, “We need good, informative vaccination ads. The South Australian Government Health campaign achieved this by allowing the community to feel a part of the state’s progress by updating the percentages of South Australian’s vaccinated, delivering a clear and optimistic message. It was a simple message, but it was very effective.”
Innovation in Out of Home winner
Campaign: Kid Approved Trips
Ben Walker, CEO, Shopper, praised the use of multiple formats to amplify impact. “The winning Australian Avocados Green and Gold campaign was perfectly simple and what good Out of Home is all about. It doesn’t try too hard, has a clear connection to the Olympics and was seen across FTA Television and both Large Format OOH and in Shopping Centres across Australia. The OOH component is a great media multiplier, we know that integrated campaigns such as this are 57 per cent more effective than non-integrated campaigns.”
Tim Elder, national head of sales – direct clients, independent agencies, boutique agencies, oOh!media said, “Seeing contextually relevant Out of Home campaigns is always inspiring because it demonstrates the potential of reaching audiences efficiently and effectively. This quarter’s entries showed us that campaigns which use location based messaging, multiple environments, and often with a blend of classic and digital creative executions to capture audience attention win out.”
Out of Home for Good winner
Campaign: SA Health Covid
Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter. Campaigns are judged across the following categories:
• Big, Bold, and Bright
• Best Use of Multi-Format
• Best Use of Digital
• Innovation in Out of Home
• Out of Home for Good