Outdoor Media Association announces Q3 Creative Collection Winners

The Outdoor Media Association (OMA) has announced the winners of the Quarter Three Creative Collection competition for 2023.

OMA members submitted 31 entries, including campaigns by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Cartology, TorchMedia, goa and Val Morgan Outdoor (VMO). 

 “Q3 was an outstanding quarter for Outdoor, with some big brands in the market. The winners were a good mix of entertainment, services, and retail. Some deep thinking went into these creatives to grab attention, a smile, and even a laugh. Inspiring emotion in advertising is hard, but when it happens, it can cement the brand into long-term memory. The winners for Q3 are not only immersive and clever but are most certainly effective,” said Elizabeth McIntyre, CEO of the OMA.

Abigail Holmes, Head of Client Strategy & Campaign Solutions at JCDecaux, said: “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.”

Christine Le Maitre, Head of Marketing ANZ at iNova Pharmaceuticals, said: “I am a fan of strong, clear branding and using a brand's distinctive assets across mediums to get cut through. We saw effective use of colour in the Uber Eats campaign, Get Almost Almost Anything 2.0, in the Big, Bold, and Bright category by utilising the brand's distinctive and iconic colours and tone of voice. This makes the campaign instantly recognisable and builds brand awareness.”

Mick Lakin, Creative Director at DesignStreet, said: “LifeBlood always delivers beautiful campaigns, and the Big, Bold & Bloody Unmissable campaign is no exception. With a great cause, strong branding and contextually relevant messaging, this campaign won in the Out of Home for Good category. The judges were also very impressed that the red colour perfectly matched the tram colour to create a seamless design.”

Sara Lappage, Chief Operating Officer at QMS, said: “The Network 10 Hunted campaign was a fantastic demonstration of the true power and impact of Digital OOH when used as part of cross-channel campaign integration. By focusing on individuals in the series and inviting the public to play along, Network 10 created an immersive campaign that used Digital OOH to its advantage, delivering broadcast reach and contextual relevance with the right message in the right environment at the right time.”

Winners for each of the categories are:

Big, Bold, and Bright - Winner

Campaign: Get Almost Almost Anything 2.0

Advertiser: Uber Eats

Creative agency: N/ A

Media agency: EssenceMediacom

Printer: N/ A

Best Use of Multi-Format - Winner

Campaign: Barbie

Advertiser: Warner Bros.

Creative agency: Warner Bros.

Media agency: EssenceMediacom

Printer: Hogarth, JCDecaux,  oOh!media and Cactus Imaging

Best Use of Digital - Winner

Campaign title: Network 10 Hunted

Advertiser: Network 10

Creative agency: Network 10

Marketing and Design Media agency: Wavemaker

Printer: N/ A

Innovation in OOH - Winner

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 – Winner

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