Wide format printers Cactus Imaging (owned by outdoor advertiser oOh!media) and GSP Print (owned by JCDecaux Australia) each won two awards in the Outdoor Media Association’s (OMA) Quarter Three Creative Collection competition for 2022.
There were a total of 37 entries from OMA members including BIG Outdoor, Blue Tongue Outdoor, Civic Outdoor, goa, GoTransit, JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Shopper and TorchMedia.
“This quarter’s Creative Collection competition represented a wide range of excellent Out of Home advertisements, starting from simple, clever ideas, to big, audacious displays,” said OMA CEO Charmaine Moldrich. “The always clever and humorous, Specsavers continue to riff on ‘Should have gone to Specsavers’, using a tried-and-true line of copy and the poster space to cut through with their brand message, juxtaposed with new 3DOOH tech from BINGE’s House of the Dragon campaign, creating an optical spectacle.”
The winners of the Quarter Three Creative Collection competition for 2022:
Big, Bold and Bright Winner
Campaign: Should’ve gone to Specsavers
Advertiser: Specsavers
Creative agency: Fresh Pict Creative Agency
Media agency: Initiative
Printer: N/A
Big, Bold and Bright Honourable Mention
Campaign: Born this WA
Advertiser: Bankwest
Creative agency: Union
Media agency: Union
Printer: GSP Print
Best Use of Multi-Format Winner
Campaign: Lord of the Rings – Rings of Power
Advertiser: Amazon Prime Video
Creative agency: Mediabrands Content Studio
Media agency: Rufus powered by Initiative
Printer: Grand Print Services & GSP
Best Use of Multi-Format Honourable Mention
Campaign: Find your people
Advertiser: Reddit
Creative agency: R/GA
Media agency: Initiative
Printer: Polly Production
Best Use of Digital Winner
Campaign: Guardian Australia Live Headlines
Advertiser: Guardian Australia
Creative agency: Broken Yellow
Media agency: N/A
Printer: N/A
Innovation in Out of Home Winner
Campaign: House of the Dragon
Advertiser: BINGE
Creative agency: BINGE and Thinkerbell
Media agency: Mindshare (Sydney)
Printer: Cactus Imaging
Innovation in Out of Home Honourable Mention
Campaign: Optus Home Internet & ATN
Advertiser: Optus
Creative agency: Yes Agency
Media agency: Universal McCann (NSW)
Printer: N/A
Out of Home for Good Winner
Campaign: Without Them – National Missing Persons Week
Advertiser: AFP in partnership with the Outdoor Media Association
Creative agency: Superdream
Media agency: N/A
Printer: in-house at GoTransit
Out of Home for Good Honourable Mention
Campaign: Out of the Shadows
Advertiser: Lifeline Australia
Creative agency: Thinkerbell
Media agency: Thinkerbell
Printer: Cactus Imaging
Competition judges included Aldo Ferretto (creative director at The Hallway), Angelo Poli (head of sales at The Media Shop), Edwina Moller (brand manager at BONDS, HANES Brands) and Mark Buckley (GM of Civic Outdoor).
Poli said: “I liked The Guardian Live Headlines campaign as it echoed back to the days of old where we saw our daily headlines on a newsagent’s poster; this simple tried and true idea was used to transform DOOH panels into modern-day headline breakers. It functions as an extension of the online world and gives passers-by news notifications in real time.”
Moller: “I was excited by the many great campaigns that were out and about last quarter. The entries have definitely inspired me to think differently about what I could do with my brand in the future.”
Ferretto: “The Without Them National Missing Persons Week campaign was the clear winner in the Out of Home for Good category. The impactful, human element inspires action, and the creative does a nice job of showing the reality of long-term missing persons using the power of the poster to get the message across.”
Buckley said: “From a media owner perspective, it is wonderful to see the high calibre of creative. We talk a lot about technology and innovation and it’s absolutely true that the OOH space has never been so dynamic.”
Launched in 2013, the Creative Collection celebrates ‘the big, bold, and audacious canvas that is OOH’ by recognising exceptional campaigns in each quarter.
