The prestigious Grand Prix winner of the Outdoor Media Association (OMA) 2024 Creative Awards was the Welcome to Melbourne campaign for Specsavers ANZ, from the TBWA Melbourne creative team.
This billboard no doubt caused a little angst for passengers arriving at Sydney Airport!
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Grand Prix prize winners at the inaugural awards event, held at the Sofitel Sydney Wentworth o Friday 4th April, Lead Creative Team Tom Badge and Alana Wood will now enjoy a trip to the Cannes Lions Festival of Creativity in June 2025.
Their winning poster ad had a glorious simplicity to it, with the 'Welcome to Melbourne' sign there to greet probably tired and bleary-eyed passengers as they arrived at Sydney airport, accompanied by the now infamous catchline ‘should have gone to Specsavers’. Or perhaps the pilot 'should've gone to Sydney?'
The Welcome to Melbourne campaign was also voted as the Best Multi-Format Campaign, with the other five main awards going to:
- Special Group’s Kitchen Warehouse Black Friday billboards (Best Classic Campaign and Best Special Build Campaign).
- ArtBot’s Suncorp Insurance ‘Storm Season’ (Best Digital Campaign).
- Dentsu Creative’s Zespri Kiwifruits ‘Healthier Ways’ (Best Sustainability Campaign).
- Thinkerbelle’s Hort Innovation (Australian Bananas) Banana Gym Pass (Best Small Format Campaign).
A panel of twenty of Australia’s brightest creative, marketing, and media minds judged the new awards program.
These clever Kitchen Warehouse Classic (printed) billboards, created by Special Group, played with the features of the advertised appliances.
