oOh!media, together with Hogarth and JCDecaux, won the Outdoor Media Association (OMA) quarter three Creative Collection 2023 in the Best Use of Multi-Format category for the Barbie campaign.
“The Barbie campaign was a clear standout in the Best Use of Multi-format category. Tailoring creative for different formats made all the difference, and helped this campaign shine. From immersive bus shelters to train station takeovers, the city was painted Barbie pink,” said JCDecaux head of client strategy and campaign solutions, and guest judge, Abigail Holmes.
Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is OOH by recognising exceptional campaigns in each quarter. Campaigns are judged across the categories of Big, Bold, and Bright, Best Use of Multi-Format, Best Use of Digital, Innovation in Out of Home and Out of Home for Good.
OMA CEO Elizabeth McIntyre said: “Q3 was an outstanding quarter for Outdoor, with some big brands in market. The winners were a good mix of entertainment, services, and retail. It’s clear that some deep thinking went into these creatives to grab attention, a smile, and even a laugh. Inspiring emotion in advertising is hard to do, but when it happens it has the power to cement the brand into long-term memory. The winners for Q3 are not only immersive and clever, but are most certainly effective.”
Other winners of the OMA quarter three Creative Collection 2023 are:
Big, Bold, and Bright
Campaign: Get Almost Almost
Anything 2.0
Advertiser: Uber Eats
Creative agency: Special Group
Media agency: EssenceMediacom
Printer: N/A
Best Use of Digital
Campaign title: Network 10 Hunted
Advertiser: Network 10
Creative agency: Network 10 Marketing and Design
Media agency: Wavemaker
Printer: N/A
Innovation in OOH
Campaign: Adidas play until they can’t look away
Advertiser: Adidas
Creative agency: Never Sit Still
Media agency: EssenceMediacom
Printer: N/A
Out of Home for Good
Campaign: Big, Bold & Bloody Unmissable Sydney & Canberra FY24 Campaigns
Advertiser & Creative: Australian Red Cross Lifeblood
Media agency: CHEP Network
Printer: N/A
Out of Home for Good (Honourable Mention)
Campaign: Shift20 Initiative
Advertiser: Shift20 Initiative
Creative agency: Special Group
Media agency: PHD Media
Printer: N/A
OMA members submitted 31 entries, including campaigns by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Cartology, TorchMedia, goa and Val Morgan Outdoor (VMO).
Other guest judges were iNova Pharmaceuticals head of marketing ANZ Christine Le Maitre, DesignStreet creative director Mick Lakin and QMS chief operating officer Sara Lappage.
Comment below to have your say on this story.
If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.
Sign up to the Sprinter newsletter