Subway’s Grand Prix winning campaign – printed by JCDecaux Australia’s wide format business GSP - was chosen from 22 winners of the quarterly Creative Collection competition, which has been run by the OMA since 2013. In total, 125 campaigns were submitted for judging in 2022. Q4-winning printers included Grandprint (2), Print Effect and GSP. (photos)
“The judges were unanimous that the consistent message and range of different Out of Home (OOH) advertising formats used in Subway’s Beyond Big campaign showcased outstanding creativity,” OMA said. “The Beyond Big campaign captured the attention of the public and the judges. With big, bold and bright imagery, this campaign could not be missed.”
OMA CEO Charmaine Moldrich: “Location and context are some of OOH’s biggest opportunities. Beyond Big is a perfect example of what happens when the campaign creative takes the surrounding environment into consideration— the results can be spectacular! Well done to the teams at Subway and Publicis Teamfresh for working with the OOH formats to create such a bold and memorable campaign.”
The OMA Grand Prix 2022 guest judges included: Angelo Poli, Head of Sales, The Media Shop; Gordon D’Mello, Marketing & Content Director, Motio; Kirsty Visman, Managing Director, Superdream; and Peter Galmes, Creative Director, POLY Creative.
“For me, Subway was a clear winner,” said Visman. “I loved the station takeover, with the creative running across the stairs at Central station. With tailored creative to fit each location, it’s a great multi-format OOH execution.”
Galmes said: “This year we have seen 3DOOH take off in a big way, yet it is still the simple, creative ideas that stick with me. Subway’s Beyond Big, had great hero shots of the iconic Footlong, coupled with humorous copy, proved hard to beat.”
2022 Quarter 4:
Also judged on the day was the quarter four Creative Collection 2022 competition, with 20 entries submitted by OMA members including: GoTransit, JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Shopper and TorchMedia.
The winner in the Big, Bold and Bright category was Providoor’s We worship food campaign, and an honourable mention in this category was awarded to Mecca’s Gift the love of beauty at Mecca campaign.
The Best Use of Multi-Format category winner was SBS’s World Cup 2022 campaign. South Australia Tourism Commission took out the Best Use of Digital category for its For those who want a little more campaign, and an honourable mention in this category was awarded to BMW’s X-Range campaign.
The top prize in the Innovation in Out of Home category was The Lively Bunch campaign from Jacob’s Creek. The winner of the Out of Home for Good category was RSL Australia’s Remembrance Day campaign.
The quarter four 2022 guest judges were: Caroline Nikolic, Senior Group Brand & Marketing Manager, Scentre Group Brandspace; David Widdop, Managing Director, Blue Tongue Outdoor; Nina Nyman, CMO, UnLtd; Peter Galmes, Creative Director, POLY Creative.
Nyman said, “The South Australian Tourism Commission cut through to distracted commuters with a full motion shark-diving video that created emotion and excitement. A great example of the impact good OOH can have.”
Nikolic said, “These winning campaigns demonstrate the value of engaging creative, driven by customer mindset, in strategic placements. Reaching customers at the right time, in the right location is how OOH creates impact. Providoor targeted hungry commuters on their drive home, and Mecca’s tram running through Sydney’s CBD were perfectly timed for the lead-up to the Christmas retail season.”
David Widdop, MD at Blue Tongue Outdoor added: “With so much development in technology, there’s more creative opportunity than ever before. Remembrance Day is such an important day to many Australians and having the roadblock of digital signs across Australia, marking a minute’s silence at 11am on the 11th day of the 11th to commemorate this important day is very powerful.”
2022 Grand Prix Winner
Campaign: Beyond Big
Advertiser: Subway
Creative agency: Publicis Teamfresh
Media agency: Publicis Teamfresh
Printer: GSP
Q4 2022 Creative Collection winners:
Big, Bold and Bright Winner
Campaign: We worship food
Advertiser: Providoor
Creative agency: Emotive
Media agency: PNG
Printer: Grandprint
Big, Bold and Bright Honourable Mention
Campaign: Gift the love of beauty at Mecca
Advertiser: Mecca
Creative agency: Mecca in-house
Media agency: OMD
Printer: Print Effect
Best Use of Multi-Format Winner
Campaign: World Cup 2022
Advertiser: SBS
Creative agency: SBS (internal team)
Media agency: Zenith
Printer: GSP
Best Use of Digital Winner
Campaign: For those who want a little more
Advertiser: South Australian Tourism Commission
Creative agency: South Australian Tourism Commission
Media agency: Carat Adelaide
Printer: N/A
Best Use of Digital Honourable Mention
Campaign: X-Range
Advertiser: BMW
Creative agency: Clemenger BBDO
Media agency: Atomic 212
Printer: N/A
Innovation in Out of Home Winner
Campaign: Lively Bunch
Advertiser: Jacob’s Creek
Creative agency: Clemenger BBDO
Media agency: Initiative
Printer: Grandprint
Out of Home for Good Winner
Campaign: Remember to Remember, Remembrance Day
Advertiser: RSL Australia
Creative agency: RSL Queensland in house
Media agency: N/A
Printer: N/A
