Hogarth and Cactus Imaging shine in OMA’s 2020 Creative Competition (Q3)

The Outdoor Media Association (OMA) has announced the winners of its quarter three 2020 Creative Collection competition, noting an upsurge in campaigns using data in more tactical ways to capture audiences.

The ‘Realestate.com.au Spring’ campaign entry, printed by Hogarth, won the Best Use of Multi-Format category, while a ‘Local Luvva’ campaign entry, printed by Cactus Imaging, was given an honourable mention.

Full details of all campaign winners:

Big, Bold and Bright

Campaign: Eclipse Mask

Advertiser: Mars Wrigley

Creative agency: N/A Media agency: Mediacom

Printer: N/ A

Big, Bold and Bright - Honourable Mention

Campaign: Darrell Lea Makes It Better

Advertiser: Darrell Lea

Creative agency: Akkomplice Group Australia

Media agency: Direct

Printer: N/A

Best Use of Multi-Format

Campaign:  Reaestate.com.au Spring

Advertiser: REA Group

Creative agency: REA Group

Media agency: N/A

Printer: Hogarth

Best Use of Multi-Format - Honourable Mention

Campaign: Local Luvva

Advertiser: BWS

Creative agency: Paper Moose

Media agency: Woolworths@Dan

Printer: Cactus Imaging

Best Use of Digital

Campaign: Barbeques Galore 'Now You're Cooking'

Advertiser: Barbeques Galore

Creative agency: The General Store

Media agency: Carat

Printer: N/ A

No entries were received this quarter in the Innovation in Out of Home category.

The judges praised the entries that brought audiences together using temporal and location-specific messaging, while appealing to people's shared experiences.

Peter Bailey, General Manager, Bailey Outdoor Advertising said, "It is inspiring to see how Out of Home is being used to support local businesses in a time of need. BWS' simple, yet  effective campaign provided the  ultimate platform for independent brands to market their products, staying area-specific and prompting consumers to sample local products."

"Outdoor, when done well, is so impactful. It has the power to grab attention, land a message and influence audiences in just a glance this in tandem with today's new technology makes it more compelling, more targeted and more interesting than ever," said Matthew Michael, Managing Director, The Monkeys.

OMA CEO Charmaine Moldrich said, "The judging this quarter was one of the toughest so far. The calibre of the entries has cemented my belief that we are seeing a renaissance of Out of Home creativity fuelled by digital opportunities. We're seeing campaigns use data in more tactical ways to capture audiences by taking time of day, location and experience into account.

"Hats off to the clients and creatives who continue to explore and imagine the creative possibilities and then bring their products and services to life," she concluded.