Wide format businesses Cactus Imaging, Grand Print Services and Print Effect printed winning entries in the Outdoor Media Association’s (OMA) Quarter One Creative Collection competition.
Big, Bold and Bright Winner: The Super Mario Bros. movie campaign printed by Cactus
Submissions increased dramatically this quarter, with 43 entries, up from 31 for the same quarter last year. Campaigns were submitted by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Shopper, TorchMedia and Val Morgan Outdoor (VMO).
“I was excited to see the breadth and depth of the entries for my first Creative Collection judging session,” said Elizabeth McIntyre, CEO, OMA. “What stood out for me was the clever use of technology while still staying true the fundamentals of what works in Out of Home (OOH) advertising. The competition is an excellent one-stop-shop to see the best creative work that is out and about, and this quarter did not disappoint.”
Q1 2023 Creative Collection winners:
Big, Bold and Bright Winner
Campaign: The Super Mario Bros. Movie turned Melbourne Central into Mario Central [photo above]
Advertiser: Universal Pictures International (UPI)
Creative agency: UPI, XYI Design Limited & Odyssey Media Advertising
Media agency: EssenceMediacom
Printer: Cactus Imaging
Best Use of Multi-Format Winner
Campaign: The Christian O'Connell Show - Gold 104.3 (Melbourne)
Advertiser: ARN
Creative agency: ARN Marketing & Playful Agency
Media agency: Initiative Melbourne
Printer: N/A.
Judge Tony Haines, GM EiMedia said: “The scale and response of ARN’s The Christian O'Connell Show - Gold 104.3 (Melbourne) campaign stood out to me. They created a multi-format, digital OOH campaign, that connected directly with audiences. Outdoor advertising works brilliantly with other formats, and ARN has done this in a very clever and engaging way.”
Best Use of Multi-Format Honourable Mention
Campaign: World Pride/ Mardi Gras 2023
Advertiser: Archie Rose Distilling Co.
Creative agency: Archie Rose in-house
Media agency: The SPEED Agency
Printer: GSP Print
Best use of Digital Winner
Campaign: Takeover with Your Team Colours
Advertiser: AFL
Creative agency: POLY & oOh! Content & Creative Technology
Media agency: AFL
Printer: N/A.
“The AFL’s Takeover with Your Team Colours campaign sparked the commuter’s competitive nature and gave them the power to influence the display in front of them. It brings the human element to OOH and taps into the heart of Australian sport,” said Edward Macaulay, senior art director, Emotive.
Best use of Digital Honourable Mention
Campaign: SCA’s Triple M Footy Dynamic Execution
Advertiser: Southern Cross Austereo
Creative agency: Southern Cross Austereo in-house
Media agency: Southern Cross Austereo
Printer: N/A.
Innovation in Out of Home Winner
Campaign: The Original Margarita
Advertiser: Cointreau
Creative agency: Spirits Platform
Media agency: Kaimera
Printer: Grand Print Services.
“For the Innovation in OOH category, I couldn’t look past Cointreau’s The Original Margarita campaign. The Bus Shelter Takeover was eye-catching, and then the follow up with cocktail recipe cards put the brand in the hand and that can’t be beaten,” said Peter Upton, GM at Gawk Outdoor.
Out of Home for Good Winner 
Campaign: Ride with Pride
Advertiser: Transport for NSW
Creative agency: Transport for NSW in-house
Media agency: N/A
Printer: Print Effect
Judge Mario Lendvai, co-founder and creative director, Broken Yellow said: “OOH is at its best with simple and clever design. Transport for NSW’s Ride with Pride campaign is a good example of a simple yet effective campaign that gets across the clear message that everyone is welcome in this space.”
Competition judges included:
Tony Haines, General Manager, EiMedia
Mario Lendvai, Co-founder and Creative Director, Broken Yellow
Edward Macaulay, Senior Art Director, Emotive
Elizabeth McIntyre, CEO OMA and MOVE
Peter Upton, General Manager, Gawk Outdoor.
