The Outdoor Media Association (OMA) announced joint Grand Prix 2020 winners in its Creative Collection competition: Peters Ice Cream's Proud and Punch campaign featuring vegan (for a few minutes) ice cream, and a Broadsheet Media/JCDecaux Restaurant Live Lists campaign.
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| Joint 2020 OMA Grand Prix winner: Peters - Proud and Punch. |
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| Joint 2020 OMA Grand Prix winner: Restaurant Live Lists, Advertiser: JCDecaux and Broadsheet Media |
“The judges were unanimous in their decision, noting that the two campaigns stood out for very different reasons,” the OMA said. “Peters’ was big, bright and bold, a classic Out of Home creative that launched their new line of vegan ice creams. The Broadsheet campaign in partnership with JCDecaux was recognised for delivering a great purposeful creative encouraging Melbournians and Sydneysiders to support local restaurants during lockdowns.”
The Grand Prix winners were selected from 14 campaigns, the winners of each quarter. Over 81 campaigns in total were submitted for judging in 2020.
“Each year the Grand Prix presents the judges with a challenge having to choose the best of the best,” said Charmaine Moldrich, CEO, OMA. “This year the decision was made harder as the campaigns fell into two distinct categories: brand and purpose. Rather than debate the merits of each, the judges thought the two campaigns were equally deserving.”
2020 Creative Collection quarter four entries were also judged on the same day, with 19 campaigns submitted from OMA members including JCDecaux, oOh!media and QMS Media.
General Mills’ Old El Paso campaign won the Big, Bold and Bright category. Honourable mention in this category was awarded to both William Grand & Sons (Monkey Shoulder) and Coopers. Flipspot, the new textbook re-sale app, won the Best Use of Multi Format category, while MyPayNow won the Best Use of Digital category, with an honourable mention awarded to ANZ.
“The dynamic use of digital this quarter created an opportunity for brands to have fun with their messaging and enhance temporal relevance in their campaigns,” said Paul Swann of Thinkerbell. “It is great to see such genuine creativity in Outdoor, proving that OOH can triumph even in a year when everyone is being told to stay inside.”
In 2021, the OMA will add a fifth category to the competition. Out of Home for Good will award purpose driven campaigns, which are becoming more prevalent on OOH signs.
2020 Creative Collection Grand Prix Winners:
2020 Grand Prix
Campaign: Restaurant Live Lists
Advertiser: JCDecaux and Broadsheet Media
Creative agency: JCDecaux and Broadsheet
Media agency: Direct
2020 Grand Prix
Campaign: Peters - Proud and Punch
Advertiser: Peters
Creative agency: Leo Burnett
Media agency: Spark Foundry
Congratulations to the following winners for Quarter Four 2020:
Big, Bold and Bright
Campaign: Tortilla Pockets - Launch into Mess Free Mexican (pictured right)
Advertiser: General Mills (Brand Old El Paso)
Creative agency: Thinkerbell
Media agency: Mindshare
Big, Bold, and Bright – Honourable Mention
Campaign: Forever Original
Advertiser: Coopers
Creative agency: The Royals
Media agency: KWP! Media
Big, Bold and Bright – Honourable Mention
Campaign: Monkey Shoulder Q4 (pictured right)
Advertiser: William Grand & Sons (Monkey Shoulder)
Creative agency: Isobar
Media agency: iProspect
Best Use of Multi-Format
Campaign: Launching Flipspot - the App
Advertiser: Flipspot
Creative agency: N/A
Media agency: N/A
Best Use of Digital
Campaign: MyPayNow (pictured right)
Advertiser: MyPayNow
Creative agency: 40/40 Creative
Media agency: MyPayNow
Best Use of Digital – Honourable Mention
Campaign: Financial Wellbeing
Advertiser: ANZ
Creative agency: TBWA
Media agency: PHD VIC
There were no winners this quarter in the Innovation in Out of Home category.
