Elizabeth McIntyre.
The Outdoor Media Association has announced the winners of its Creative Awards today, at an industry lunch at Centennial Homestead in Moore Park.
‘If You Can Take It, It's Yours’ for Selleys, by Howatson+Company, won both the grand prix prize and best special build campaign.
The campaign included using the product to secure a kayak, arcade machine, cricket bat, toolbox and a 2.8-metre marlin to a roadside billboard. The interactive campaign challenged passerbys with the statement ‘if you can take it, it’s yours’. The social media response generated 47 million views and drove lifts in both sales and brand awareness.
‘The Hidden Eye Test’ for 1001 Optometry by VML Australia, took home best classic campaign, best small format campaign and best innovation or sustainability campaign.
The campaign used optical illusion, fine-tuned with AI and optometrists, to turn static transit posters into interactive diagnosis tools.
‘The Ashes: Unmissable First Ball’ for Cricket Australia by Special won best digital or programmatic campaign.
‘Just Enough Bank’ for Bankwest by Bear Meets Eagle On Fire won best multi-format campaign.
"What we're seeing from the industry is a deepening confidence in the creative potential of out-of-home,” said Elizabeth McIntyre, CEO of the OMA.
“This year's winners show how powerful the medium can be in amplifying big ideas and clever creative. The standard continues to rise, and today's results highlight just how far the sector is pushing the boundaries.”
“On behalf of everyone at the OMA we extend our congratulations to all the finalists, especially our grand prix winners from Howatson+Company."
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