The Outdoor Media Association (OMA) has announced the launch of the 2024 OMA Creative Awards, a new annual programme celebrating the best of out of home (OOH) advertising creativity.
This year’s Grand Prix-winning creative team (of two) will be awarded a trip to the 2025 Cannes Lions Festival of Creativity in June, including return flights, accommodation in Cannes and a Festival Pass.
OMA CEO Elizabeth McIntyre said, “Creativity is pivotal to delivering impactful and engaging out of home campaigns. Our unmatched national presence across streets, transport hubs, retail spaces, classic and digital formats provide endless opportunities for innovation.”
“The OMA Creative Awards shine a spotlight on our finest creative minds and the freshest work driving OOH’s ongoing success. Sending our inaugural Grand Prix winners to Cannes this year is also a fitting way to reward and support our worldclass creative talent.”
To celebrate the launch, the OMA is offering complimentary entry for the first year.
The new categories are:
Best Classic Campaign
The Best Classic Campaign award celebrates outdoor advertising campaigns that have captured the essence of creativity and impact. This award recognises campaigns that have pushed the boundaries of classic outdoor media, harnessing originality to captivate audiences in extraordinary ways.
Best Digital or Programmatic Campaign
The Best Digital or Programmatic Format Campaign award celebrates innovation in leveraging digital and programmatic advertising within outdoor media. This award recognises campaigns that harness the power of digital technology, data, AI or programmatic strategies to deliver dynamic, data-driven and highly targeted or interactive messaging.
Best Innovation or Sustainability Campaign
The Best Innovation or Sustainability Campaign award recognises campaigns that set new benchmarks by introducing innovative concepts or making advances in environmental responsibility.
Best Multi-Format Campaign (3+ formats)
The Best Multi-Format Campaign award honours the most effective integration of three or more outdoor advertising formats into a compelling campaign. This award is designed for projects that skilfully combine multiple outdoor media channels – such as billboards, transit ads, digital displays, retail, and lifestyle into a unified strategy
Best Small Format Campaign
The “Best Small Format Campaign” award celebrates exceptional creativity and impact within the confines of smaller advertising spaces. This category honours campaigns that creatively utilise compact formats, such as kiosks, transit posters, digital screens and smaller billboards, to create memorable messages
Best Special Build Campaign
The Best Special Build Campaign award celebrates creativity and ingenuity in outdoor advertising. This award recognises campaigns that go beyond conventional formats, showcasing extraordinary execution or one-of-a-kind special builds that captivate audiences in innovative ways. This award celebrates campaigns that turn advertising into art forms.
Entries are open to campaigns that ran 1 January 2024 – 31 January 2025 and will be judged by a panel of industry leaders with creative, marketing and OOH expertise.
Entries close 7 March.
For more information, to download the entry kit and to submit, visit oma.org.au/creativeawards
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