Outdoor: The good, the bad and the ugly

By AdNews | 10 July 2014

Hot on the heels of the strong show by ANZ’s outdoor campaign GayTMs at Cannes, The Locus Awards are returning to hunt out the best out-of-home work from the last 12 months.

The most successful – be it good, bad, or ugly – outdoor advertising will be recognised at the only awards program for the industry when it returns this year.

Thanks to Australia’s most-awarded campaign at Cannes being Whybin\TBWA Melbourne’s GayTMs for ANZ, the standard is already set.

As Locus Awards chairman of judges and multiple Cannes winner Luke Chess puts it: “The definition of what constitutes outdoor advertising is constantly shifting – portraits planted in rice paddies that behave like QR codes, for example. And that makes outdoor still a very exciting category of work.”

Context has always been key to successful advertising. But Joe Copley, managing director of Locus Awards sponsor Posterscope, said it’s becoming increasingly critical to outdoor. He said: “We’d like to see some great examples of contextually relevant messaging this year. This is a key area for the future of OOH, so brands can take full advantage of the digital networks which are growing at pace. Right time, right place, right people, right message. Simple to understand, but a bit more difficult to deliver.”

Digital integration is also growing. Anthony Deeble, managing director of Val Morgan Outdoor, explained: “The last 12 months have been characterised by technological innovation and growth in the digital sector in particular. Digital opens up true flexibility, as well as targeting opportunities driven by accountability through audience detection data.”

Nicole McInnes, chief marketing and product officer at Adshel, added: "In simple terms, the outdoor revolution is here. Adshel launched its permanent digital network on Sydney Trains this year, and we have seen some of the most successful and exciting campaigns that connect with humans in this smart era both on the street and in the digital network. The past 12 months have changed the outdoor game."

The Locus Awards are now open for entries. Download the entry kit from the Locus Awards section of the website.

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