oOh!media takes out OMA award for Barbie campaign

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.

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