OMA announces winners of Q1 Creative Collection competition
The Outdoor Media Association has announced the winners of the 2017 quarter one Creative Collection Competition.
The competition, which recognises and celebrates the most creative and innovative out-of-home campaigns, first launched in 2013, with the winners appearing in the biennial publication, Open.
Campaigns are judged across four categories: best creative execution, best use of a special build, best use of technology and innovation, and best traditional use of the out of home medium.
Guest judges included Paula Keamy, associate creative director at M&C Saatchi; Joanna Mitchell, marketing manager at Tonic Health Media; and Remi Roques, managing director at Ayuda.
Commenting on Myer’s campaign, Catwalk to Cart, which was the winner of ‘Best use of technology and innovation’, M&C Saatchi’s Keamy said: “This is an inspiring example of the potential of outdoor and mobile used together – the incredible power of pairing the one medium consumers can’t block or avoid with the one medium that’s always in their hands.”
She added Surf Life Saving Australia’s ‘Donation Game’, which took home a win in the same category, was “effective, engaging and easy to use”.
Best creative execution winner:
Campaign: ‘Buttersoft’
Advertiser: Fonterra
Creative agency: Clemenger BBDO Melbourne
Media agency: MediaComm
Best creative execution honourable mention:
Campaign: ‘Adidas Stadium to Street’
Advertiser: Adidas
Creative agency: Intermarketing Agency
Best traditional use of the Out of Home medium winner:
Campaign: ‘Hungry’
Advertiser: Menulog
Creative agency: Menulog
Media agency: Blue 449
Best use of a special build winner:
Campaign: ‘Skull Island’
Advertiser: Roadshow Films
Creative agency: JCDecaux Creative Solutions
Media agency: OMD
Best use of technology/innovation winner:
Campaign: ‘Catwalk to Cart’
Advertiser: Myer
Creative agency: Clemenger BBDO
Media agency: Ikon
Best use of technology/innovation winner:
Campaign: ‘Surf Life Saving Donation Game’
Advertiser: Surf Life Saving Australia
Creative agency: JCDecaux Creative Solutions
Media agency: OMD
