Outdoor advertising has evolved past static billboards into a new world of opportunities, with activations like Fearless Girl and Nike's Unlimited Stadium flipping the category on its head at last year's Cannes Lions.
Fearless Girl was the most awarded campaign of the entire festival, closely followed by Clemenger’s Meet Graham for TAC.
From Australia, Marcel Sydney's work for Tiger Beer was one of the most awarded outdoor ads at the 2017 festival of creativity, alongside global work from Heinz, Twitter, Nike and Volkswagen.
This year, we can expect to see digital out-of-home activations explode in the category, with outdoor campaigns becoming more sophisticated alongside an evolving industry.
As adland's finest prepares to descend to French Riviera, AdNews and APN Outdoor, the official Australian representative for Cannes Lions, have looked at what Australian work is being entered into the outdoor category at Cannes Lions in 2018.
We previously asked Cannes Lions' Australian judges what they think makes a winning piece of outdoor work. BMF deputy ECD Jen Speirs said a successful campaign must transcend the medium and spark conversation on other channels.
APN Outdoor GM, marketing, Charlotte Valente said: “The power of outdoor lies in its ability to amplify brand messages, create talkability and – as Jen says – transcend the medium.
“There’s a reason that people say ‘If it works on a billboard, it will work anywhere’. In many cases, an outdoor ad has just three seconds to get noticed. That is less time than it has taken you to read this single paragraph. Capturing people’s attention, delivering a message and leaving them with a strong idea that sticks in their minds – all in just under three seconds – is an extraordinary creative challenge. It explains why the best creative is so often found in outdoor. Outdoor has to be impactful. Outdoor has to deliver simple, clear and remarkable messages. Outdoor has to be creative. Make that hyper-creative.”
Take a look at the Aussie contenders here and good luck to those who have entered:
Breakpoint, TAC - Clemenger Melbourne
Sip Safe, Monash University - Y&R Melbourne
Study Scents, Monash University - Y&R Melbourne
This is How We League, NRL - R/GA
Morning Smiles, Nutella - PHD Australia
Explore the Night, PTV - Y&R Melbourne
Could Be Cometti, Road Safety Commission - 303 MullenLowe Perth
Longest Ever Encore, PTV - Y&R Melbourne
First Dance, Apple - TBWA Sydney
Boring Boxes, Pacific Werribee - BWM Dentsu
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