Hogarth and Cactus Imaging have come out tops at the Outdoor Media Association (OMA) quarter three 2020 Creative Collection competition, within the best use of multi-format category.
Hogarth won the award for the Realestate.com.au Spring campaign, while Cactus Imaging received an honourable mention within the same category for the Local Luvva campaign.
Launched in 2013, the Creative Collection aims to celebrate the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter.
Quarter three 2020 attracted 18 submissions from OMA members including: JCDecaux, oOh!media, QMS Media and TorchMedia.
The judges praised the entries that brought audiences together using temporal and location-specific messaging, while appealing to people’s shared experiences.
OMA CEO Charmaine Moldrich said the judging for this quarter was one of the toughest so far.
“The calibre of the entries has cemented my belief that we are seeing a renaissance of Out of Home creativity fuelled by digital opportunities. We’re seeing campaigns use data in more tactical ways to capture audiences by taking time of day, location and experience into account,” she said.
“Hats off to the clients and creatives who continue to explore and imagine the creative possibilities and then bring their products and services to life.”
Bailey Outdoor Advertising general manager and judge Peter Bailey said, “It is inspiring to see how Out of Home is being used to support local businesses in a time of need. BWS’ simple, yet effective campaign provided the ultimate platform for independent brands to market their products, staying area-specific and prompting consumers to sample local products.”
“Outdoor, when done well, is so impactful. It has the power to grab attention, land a message and influence audiences in just a glance this in tandem with today’s new technology makes it more compelling, more targeted and more interesting than ever,” The Monkeys managing director and co-judge Matthew Michael said.
Other winners and honourable mentions included:
Big, Bold and Bright
Campaign: Eclipse Mask
Advertiser: Mars Wrigley
Creative agency: N/A
Media agency: Mediacom
Printer: N/A
Big, Bold and Bright – Honourable Mention
Campaign: Darrell Lea Makes It Better
Advertiser: Darrell Lea
Creative agency: Akkomplice Group Australia
Media agency: Direct
Printer: N/A
Best Use of Digital
Campaign: Barbeques Galore ‘Now You’re Cooking’
Advertiser: Barbeques Galore
Creative agency: The General Store
Media agency: Carat
Printer: N/A
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