Big Win for Subway’s Beyond Big OOH campaign

The Grand Prix winner was chosen from 22 campaigns— all winners of the quarterly Creative Collection competition, which the OMA has run since 2013. In total, 125 campaigns were submitted for judging in 2022.  OMA CEO Charmaine Moldrich said, “Location and context are some of OOH’s biggest opportunities. Beyond Big is a perfect example of what happens when the campaign creative takes the surrounding environment into consideration— the results can be spectacular! Well done to the teams at Subway and Publicis Teamfresh for working with the OOH formats to create such a bold and memorable campaign.”

The Grand Prix 2022 guest judges included;  Angelo Poli, Head of Sales, The Media Shop; Gordon D’Mello, Marketing & Content Director, Motio; Kirsty Visman, Managing Director, Superdream and Peter Galmes, Creative Director, POLY Creative.

The judges unanimously decided that the consistent message and range of different Out of Home (OOH) advertising formats used in Subway’s Beyond Big campaign showcased outstanding creativity. In addition, the Beyond Big campaign captured the public's and the judges' attention; with big, bold and bright imagery, this campaign could not be missed. 
Kirsty Visman, Managing Director at Superdream, said, “For me, Subway was a clear winner. I loved the station takeover, with the creative running across the stairs at Central station. With tailored creative to fit each location, it’s a great multi-format OOH execution.”

Peter Galmes, Creative Director at POLY Creative, said, “This year, we have seen 3DOOH take off in a big way, yet it is still the simple, creative ideas that stick with me. Subway’s Beyond Big had great hero shots of the iconic Footlong, coupled with humorous copy, proved hard to beat.”

Also judged on the day was the quarter four Creative Collection 2022 competition, with 20 entries submitted by OMA members, including GoTransit, JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Shopper and TorchMedia.

The winner in the Big, Bold and Bright category was Providoor’s We worship food campaign. An honourable mention in this category was awarded to Mecca’s Gift the love of beauty at Mecca campaign. The winner in the Best Use of Multi-Format sort was SBS’s World Cup 2022 campaign. South Australia Tourism Commission took out the Best Use of Digital category for its For those who want a little more campaign. An honourable mention in this category was awarded to BMW’s X-Range campaign. The top prize in the Innovation in Out of Home category went to The Lively Bunch campaign from Jacob’s Creek. The winner of the Out of Home for Good category was RSL Australia’s Remembrance Day campaign.

Nina Nyman, CMO at UnLtd, said, “The South Australian Tourism Commission cut through to distracted commuters with a full-motion shark-diving video that created emotion and excitement. A great example of the impact good OOH can have.”

Caroline Nikolic, Senior Group Brand & Marketing Manager at Scentre Group Brandspace, said, “These winning campaigns demonstrate the value of engaging creative, driven by customer mindset, in strategic placements.  Reaching customers at the right time, in the right location is how OOH creates impact. Providoor targeted hungry commuters on their drive home, and Mecca’s tram running through Sydney’s CBD were perfectly timed for the lead-up to the Christmas retail season."

David Widdop, Managing Director at Blue Tongue Outdoor, said, “With so much development in technology, there’s more creative opportunity than ever before. Remembrance Day is such an important day to many Australians. Having the roadblock of digital signs across Australia, marking a minute’s silence at 11 am on the 11th day of the 11th to commemorate this important day is very powerful."