Qantas’s printed poster campaign has been recognised by the Outdoor Media Association (OMA) as the winner of its first annual Creative Collection Grand Prix.

The campaign, titled ‘Welcome Home’ was picked as winner by the out-of-home media (OOH) peak industry body from a 200-strong selection, drawing on traditional print photography as the basis of its appeal.

OMA chief executive Charmaine Moldrich says, “It is heartening to see a poster, which I believe has the power to paint a thousand words, winning the OMA 2015 Grand Prix, amid the talk of digital.”

The promotion was designed and manufactured at Lawrence Creative Strategy, and judges for the Grand Prix say the use of time-honoured print is ideal for OOH advertising.

“It was also great to see more use of clever, relevant technology (the Honourable Mentions) in what has, until recently, been considered a traditional medium. The future for outdoor advertising is very exciting indeed,” says judge Adam Rose.

Campaign winners across the following categories were:

-Best creative execution – Sony Pictures “The Walk”

-Best traditional use of the OOH medium – Lion Dairy & Drinks “Dare Iced Coffee”

-Best use of a special build – Cancer Institute of NSW “Pretty Shady”

-Best use of technology/innovation – Ice Break “Refuel Here”

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