The federal government’s Stop it at the Start campaign against domestic violence - printed by Mint Imaging in Brisbane and Sydney’s Blow Up Imaging - has won the new “Out of Home for Good” category in the Outdoor Media Association’s (OMA) First Creative Collection competition for 2021. Cactus Imaging and Grant Print Services were also winners.
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| Let's Stop It At The Start campaign |
The quarter one Creative Collection competition for 2021 attracted 31 submissions, the most entries in two years, from OMA members including JCDecaux, oOh!media, QMS Media and Shopper Media Group.
“The OMA’s quarter one 2021 Creative Collection judging was highly contentious, and for good reason," said OMA CEO Charmaine Moldrich. "We are seeing advertisers return to our channel with vigour, and in the best possible way: with big, bold creative, and clever messages. The new category ‘Out of Home for Good’ received five entries and was the most debated as the judges explored messages that work best to drive action for government and charity campaigns.
“The key elements we came back to in deciding the winners were campaigns that were simple, eye catching and humorous. The level of creative that we see on Out of Home continues to improve, making it more and more difficult to judge each quarter. Well done to the creative teams, and their media planers in selecting the right formats and environments to make these campaigns shine."
Guest judges included: Ged Hart, Managing Director, Total Outdoor Media (TOM); Nick Karaloukas, General Manager, Australian Outdoor Sign Company (AOSCo); Chris Laws, Managing Director, Enigma; Stephanie Say, National Communications & Partnerships Manager, The Big Issue.
Launched in 2013, the Creative Collection recognises exceptional campaigns each quarter. Congratulations to the following winners:
Out of Home for Good
Campaign: Stop It At The Start
Advertiser: Federal Government (Department of Social Services)
Creative agency: BMF
Media agency: UM
Printer: Mint Imaging and Blow Up Imaging
Say said: “The Federal Government’s Stop it at the Start campaign conveys an important and powerful message, urging Australians to break the cycle of violence against women through conversations about respect. It serves as an example of the power of the medium, to stop people in their tracks and consider their own role in tackling this social issue.”
Big, Bold and Bright
Campaign: Subway Footlong Fame
Advertiser: Subway
Creative agency: Publicis
Media agency: Ikon Brisbane
Printer: N/A (digital)
Big, Bold, and Bright
Campaign: Subway Footlong Fame
Advertiser: Subway
Creative agency: Publicis
Media agency: Ikon Brisbane
Printer: Cactus Imaging/oOh!media
Big, Bold and Bright – Honourable Mention
Campaign: Mardi Gras Parade
Advertiser: Sydney Gay and Lesbian Mardi Gras
Creative agency: Sydney Gay and Lesbian Mardi Gras
Media agency: Sydney Gay and Lesbian Mardi Gras
Printer: Grant Print Services
Best Use of Multi-Format
Campaign: Taste Challenge 2021
Advertiser: Pepsi
Creative agency: TBWA Sydney, Sprout Network (venue placement) and The Live Agency (expeiental agency)
Media agency: PHD Media
Printer: N/A
Laws said: “The Pepsi Challenge has been around as long as me, but their station campaign was a bold take on their longstanding rivalry. Great design and a variety of formats worked together to deliver massive impact. It would have been impossible to ignore.”
Best Use of Digital
Campaign: Daikin Summer Campaign
Advertiser: Daikin
Creative agency: Elastic Studios
Media agency: Slingshot
Printer: N/A
Nick Karaloukas: “Clear and simple, Daikin’s campaign put them forward as the #1 air conditioning brand. They followed the formula for impactful Out of Home, using the temperature to represent the comfort that would come with being in a well air-conditioned space.”
Innovation in Out of Home
Campaign: 'Holey Moley Guess the Golf Balls'
Advertiser: Channel 7
Creative agency: Direct
Media agency: Direct
Printer: N/A
“It was great to be a part of the conversation this quarter, as we judged one of the largest collections of entries," said Ged Hart, MD, TOM. "What never fails to impress is the ability of good Out of Home creative to capture people’s attention. The clever use of context, time and message demonstrates how Out of Home can embrace such tropes and with innovation, turn a head for a second look and impact that audience."
