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3DOOH in the Spotlight for OMA’s Q1 Creative Collection Competition

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The Outdoor Media Association (OMA) has announced the winners of the Quarter One Creative Collection competition for 2022. Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is OOH by recognizing exceptional campaigns in each quarter. There were 35 entries from OMA members including: goa, JCDecaux, Motio, oOh!media, QMS, Shopper, TorchMedia and Val Morgan Outdoor (VMO).

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Guest judges included:

Profile photo of Damian Nielsen
Damian Nielsen, General Manager, CV Media & Signage

Profile photo of Gordon D'Mello
Gordon D’Mello, Marketing & Content Director, Motio

Profile photo of Jo Lawson
Jo Lawson, Corporate Partnerships Manager, Lifeblood

Profile photo of Graham Johnson
Oliver Devaris, Co-founder and Creative Director, Ext77

OMA CEO, Charmaine Moldrich, said: “The OMA’s quarter one 2022 Creative Collection marks our tenth year running the competition. Out of Home (OOH) advertising has come leaps and bounds since the Creative Collection’s inception, with the introduction of technology and innovation brought to the industry. We saw the first 3D creative campaigns entered in the competition this quarter, something new. We have also seen a resurgence of QR codes, popular in 2013 and back to being ubiquitous, something old.”

Jo Lawson, Corporate Partnerships Manager, Australian Red Cross Lifeblood, said: “It’s great to see OOH bouncing back strongly in Q1 2022 with a selection of creative campaigns nominated across a wide range of brand categories. Screen technology continues to advance and push the boundaries of digital execution and the first applications of 3D creative in the Australian market were a highlight, and it’s no surprise OOH campaigns have started to take advantage of QR codes as this accessible technology has become a staple in every-day life for Australians.”

Damian Nielsen, General Manager at CV Media & Signage, said: “Recent advancements in Digital OOH and 3DOOH technologies are opening up new opportunities for Outdoor to utilise Digital OOH to its full potential. 3DOOH is gaining momentum around the world, and now Australia has jumped on board. AFL’s Festival of Footy campaign stood out to me because of its impressive 3D display and engaging creative. Even more now content is King!”

“The Better than you remember campaign was a compelling example of creative really nailing the essence of the campaign. Images are naturally so critical in Out of Home. The short, simple copy and call to action tied the creative together nicely – making the campaign a strong contender for an award,” said Gordon D’Mello, Marketing & Content Director at Motio.

Q1 2022 Creative Collection winners:

Big, Bold and Bright Winner

Campaign: Moonfall
Advertiser: Village Roadshow Group
Creative agency: Hogarth
Media agency: OMD Australia
Printer: Cactus Imaging

Best Use of Multi-Format Winner

Campaign: Beyond Big
Advertiser: Subway
Creative agency: Publicis Team Fresh
Media agency: Publicis Team Fresh
Printer: GSP

Best Use of Digital Winner

Campaign: Satisfy your strange
Advertiser: Chatime
Creative agency: Special Group Australia
Media agency: Love Media (OOH) & Wired Digital (Social)
Printer: Cactus Imaging, De Signage & GSP

Innovation in Out of Home Winner

Campaign: Festival of Footy 3DOOH
Advertiser: AFL
Creative agency: AFL & QUBE (QMS)
Media agency: AFL
Printer: NA

Innovation in Out of Home Honourable Mention

Campaign: All Love – Australian Open
Advertiser: Mastercard
Creative agency: McCann
Media agency: Carat
Printer: Grand Print Services

Out of Home for Good Winner

Campaign: United we Shine: Ride with Pride to the Rainbow Road
Advertiser: Sydney Gay and Lesbian Mardi Gras, Transdev Sydney, ALTRAC and Transdev Sydney Ferries
Creative agency: Sydney Gay & Lesbian Mardi Gras and TorchMedia
Media agency: TorchMedia
Printer: Print Effect

Out of Home for Good Honourable Mention

Campaign: Better than you remember
Advertiser: Health and Wellbeing Queensland w/the Outdoor Media Association
Creative agency: Khemistry
Media agency: NA
Printer: GSP


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