Cactus Imaging wins prize for National Gallery campaign

Sydney grand format printer, Cactus Imaging, and parent company oOh!media has won top honours in the Best Use of Multi-Format category in the latest round of the Outdoor Media Association’s awards for its work with the National Gallery of Australia.

The print and digital billboard ‘Know My Name’ campaign is designed to lift the profile of Australian artists who identify as female and will run for the next six weeks in 1300 static and digital locations across metro and regional Australia.

“I was drawn to the National Gallery of Australia’s Know My Name campaign which brought female Australian artists from the gallery’s collection to the street. Using digital signs the campaign featured the work of 45 artists,” Outdoor Media Association CEO Charmaine Moldrich said.

“The judges were treated to a great selection of work in quarter two, when Out of Home advertising took a back seat.

“What was wonderful to see was work that was clear, simple and purposeful; engaging audiences using brand, humour and wit – all the things OOH advertising can bring to the fore in any campaign.”

The win coincides with Cactus Imaging moving to promote itself with its own range of clever billboards.

Clever: Cactus Imaging billboard makes motorists think

The Outdoor Media Association launched the Creative Collection awards in 2013 to recognise the work of the OOH sector and the value it brings to brand and social awareness.

There are four categories judged in each quarter: Big, Bold and Bright; Best Use of Multi-Format; Best Use of Digital and Innovation in Out of Home.

Moldrich says the second quarter entries for 2020 showcased two distinct styles of campaigns and sparked a debate about the value of platitudes versus classic branding.

“The winning campaigns reflect the judges’ opinion that being true to your brand is key, and that brands that make a difference in times like this must go beyond the clichés,” Moldrich said.

“This was particularly true of Broadsheet’s Restaurant Live Lists which won the quarter two Grand Prix, for its consistent branding while making a difference to independent restaurants by promoting their menus to diners.”

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