The federal government’s Stop it at the Start campaign against domestic violence - printed by Mint Imaging in Brisbane and Sydney’s Blow Up Imaging - has won the new “Out of Home for Good” category in the Outdoor Media Association’s (OMA) First Creative Collection competition for 2021. Cactus Imaging and Grant Print Services were also winners.

lets stop it at the start
     Let's Stop It At The Start campaign

The quarter one Creative Collection competition for 2021 attracted 31 submissions, the most entries in two years, from OMA members including JCDecaux, oOh!media, QMS Media and Shopper Media Group. 

“The OMA’s quarter one 2021 Creative Collection judging was highly contentious, and for good reason," said OMA CEO Charmaine Moldrich. "We are seeing advertisers return to our channel with vigour, and in the best possible way: with big, bold creative, and clever messages. The new category ‘Out of Home for Good’ received five entries and was the most debated as the judges explored messages that work best to drive action for government and charity campaigns.

“The key elements we came back to in deciding the winners were campaigns that were simple, eye catching and humorous. The level of creative that we see on Out of Home continues to improve, making it more and more difficult to judge each quarter. Well done to the creative teams, and their media planers in selecting the right formats and environments to make these campaigns shine."

Guest judges included: Ged Hart, Managing Director, Total Outdoor Media (TOM); Nick Karaloukas, General Manager, Australian Outdoor Sign Company (AOSCo); Chris Laws, Managing Director, Enigma; Stephanie Say, National Communications & Partnerships Manager, The Big Issue.

Launched in 2013, the Creative Collection recognises exceptional campaigns each quarter. Congratulations to the following winners:

domestic small omaOut of Home for Good 

Campaign: Stop It At The Start

Advertiser: Federal Government (Department of Social Services)

Creative agency: BMF

Media agency: UM

Printer: Mint Imaging and Blow Up Imaging

Say said: “The Federal Government’s Stop it at the Start campaign conveys an important and powerful message, urging Australians to break the cycle of violence against women through conversations about respect. It serves as an example of the power of the medium, to stop people in their tracks and consider their own role in tackling this social issue.”

 

subway 1 omaBig, Bold and Bright

Campaign: Subway Footlong Fame

Advertiser: Subway

Creative agency: Publicis

Media agency: Ikon Brisbane

Printer: N/A (digital)

 

subway 2 omaBig, Bold, and Bright 

Campaign: Subway Footlong Fame

Advertiser: Subway

Creative agency: Publicis

Media agency: Ikon Brisbane

Printer: Cactus Imaging/oOh!media

 

mardi gras omaBig, Bold and Bright – Honourable Mention

Campaign: Mardi Gras Parade

Advertiser: Sydney Gay and Lesbian Mardi Gras

Creative agency: Sydney Gay and Lesbian Mardi Gras

Media agency: Sydney Gay and Lesbian Mardi Gras

Printer: Grant Print Services

 

pepsi omaBest Use of Multi-Format

Campaign: Taste Challenge 2021

Advertiser: Pepsi     

Creative agency: TBWA Sydney, Sprout Network (venue placement) and The Live Agency (expeiental agency)

Media agency: PHD Media

Printer: N/A

Laws said: “The Pepsi Challenge has been around as long as me, but their station campaign was a bold take on their longstanding rivalry. Great design and a variety of formats worked together to deliver massive impact. It would have been impossible to ignore.”

 

daikin omaBest Use of Digital

Campaign: Daikin Summer Campaign

Advertiser: Daikin 

Creative agency: Elastic Studios

Media agency: Slingshot

Printer: N/A

Nick Karaloukas: “Clear and simple, Daikin’s campaign put them forward as the #1 air conditioning brand. They followed the formula for impactful Out of Home, using the temperature to represent the comfort that would come with being in a well air-conditioned space.”

 

creative holeyInnovation in Out of Home

Campaign: 'Holey Moley Guess the Golf Balls'

Advertiser: Channel 7

Creative agency: Direct

Media agency: Direct

Printer: N/A

 

“It was great to be a part of the conversation this quarter, as we judged one of the largest collections of entries," said Ged Hart, MD, TOM. "What never fails to impress is the ability of good Out of Home creative to capture people’s attention. The clever use of context, time and message demonstrates how Out of Home can embrace such tropes and with innovation, turn a head for a second look and impact that audience."

 

 

 

 

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