The Outdoor Media Association (OMA) has chosen the ‘First Nations’ campaign by NRMA Insurance – produced by wide format printer Cactus Imaging for oOh!media - as its Creative Collection Grand Prix winner for 2019. Omnigraphics and Grand Print Services were also awarded.
“The clever use of the fabric of large-format signs by NRMA Insurance to drive awareness and engagement with the traditional lands and identities of Aboriginal people was considered by the judges a wonderful use of Out of Home,” said OMA CEO Charmaine Moldrich.
The campaign, created in collaboration with three Aboriginal Land Councils and three Aboriginal artists from Wonnarua, Wiradjuri and Dharawal countries, was selected from over 79 Out of Home (OOH) campaigns submitted throughout the year.
The First Nations campaign also won the Big. Bold and Bright category, as well as being awarded the quarter four Grand Prix.
Honourable mention in the Big, Bold and Bright category went to the Royal Automobile Club of Queensland’s insurance campaign (pictured above) printed by wide format specialist Omnigraphics.
Modibodi and eBay were joint winners in the Best Use of Multi-Format category while Compare the Market’s Simples Fuel campaign won the Best Use of Digital category, with an honourable mention awarded to Lexus.
Victoria Government’s Fire Ready campaign – also printed by Cactus Imaging for oOh!media - took out the Innovation in Out of Home category.
Honourable mention in the Innovation category was awarded to Movember street furniture (pictured right) produced by Grand Print Services.
“The OMA Creative Collection competition was born out of a desire to debate and celebrate great Outdoor creative in market,” said Moldrich. “2019’s winning campaign exemplifies the power of an Out of Home advertisement executed with simplicity and beauty. NRMA Insurance is producing award winning work across all platforms and this campaign is yet another example of their use of something deeply Australian to evoke an emotion that connects us with our land and its original people.”
Grand Prix judge Sharon Edmondston, creative director, M&C Saatchi, said: “What struck me about the body of work shortlisted this year was the diversity of the thinking and the breadth of different ways to bring ideas to life with Out of Home. That's really what is so great about getting to judge the Grand Prix – the ability to see all of the best work over the entire year across all the judging criteria. As always, ideas rule and although there was plenty of debate, we universally elevated NRMA Insurance's Welcome to Country billboards to the top. It showed how culturally significant Out of Home media can be while being visually spectacular at the same time."
