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Creative Collection Q1 2023 Winners

JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Shopper, TorchMedia and Val Morgan Outdoor

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

Submissions increased dramatically this quarter, with 43 entries, up from 31 for the same quarter last year. Campaigns were submitted for consideration by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Shopper, TorchMedia and Val Morgan Outdoor (VMO).

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Judges included:

  • Tony Haines, General Manager, EiMedia
  • Mario Lendvai, Co-founder and Creative Director, Broken Yellow
  • Edward Macaulay, Senior Art Director, Emotive
  • Elizabeth McIntyre, CEO OMA and MOVE
  • Peter Upton, General Manager, Gawk Outdoor
Profile photo of Elizabeth McIntyre
Elizabeth McIntyre

Elizabeth McIntyre, CEO, OMA said: “I was excited to see the breadth and depth of the entries for my first Creative Collection judging session. What stood out for me was the clever use of technology while still staying true the fundamentals of what works in Out of Home (OOH) advertising. The competition is an excellent one-stop-shop to see the best creative work that is out and about, and this quarter did not disappoint.”

Campaigns are judged across the following categories:

  • Big, Bold, and Bright
  • Best Use of Multi-Format
  • Best Use of Digital
  • Innovation in Out of Home
  • Out of Home for Good

Q1 2023 Creative Collection winners:

Big, Bold and Bright Winner
Campaign: The Super Mario Bros. Movie turned Melbourne Central into Mario Central
Advertiser: Universal Pictures International (UPI)
Creative agency: UPI, XYI Design Limited & Odyssey Media Advertising
Media agency: EssenceMediacom
Printer: Cactus
Best Use of Multi-Format Winner
Campaign: The Christian O’Connell Show – Gold 104.3 (Melbourne)
Advertiser: ARN
Creative agency: ARN Marketing & Playful Agency
Media agency: Initiative Melbourne
Printer: N/A
Best Use of Multi-Format Honourable Mention
Campaign: World Pride/ Mardi Gras 2023
Advertiser: Archie Rose Distilling Co.
Creative agency: Archie Rose in-house
Media agency: The SPEED Agency
Printer: GSP

“The AFL’s Takeover with Your Team Colours campaign sparked the commuter’s competitive nature and gave them the power to influence the display in front of them. It brings the human element to OOH and taps into the heart of Australian sport,” said Edward Macaulay, Senior Art Director, Emotive.

Best use of Digital Winner
Campaign: Takeover with Your Team Colours
Advertiser: AFL
Creative agency: POLY & oOh! Content & Creative Technology
Media agency: AFL
Printer: N/A
Best use of Digital Honourable Mention
Campaign: SCA’s Triple M Footy Dynamic Execution
Advertiser: Southern Cross Austereo
Creative agency: Southern Cross Austereo in-house
Media agency: Southern Cross Austereo
Printer: N/A
Innovation in Out of Home Winner
Campaign: The Original Margarita
Advertiser: Cointreau
Creative agency: Spirits Platform
Media agency: Kaimera
Printer: Grand Print Services

Mario Lendvai, Co-founder and Creative Director, Broken Yellow said: “OOH is at its best with simple and clever design. Transport for NSW’s Ride with Pride campaign is a good example of a simple yet effective campaign that gets across the clear message that everyone is welcome in this space.”

“For the Innovation in OOH category, I couldn’t look past Cointreau’s The Original Margarita campaign. The Bus Shelter Takeover was eye-catching, and then the follow up with cocktail recipe cards put the brand in the hand and that can’t be beaten,” said Peter Upton, General Manager at Gawk Outdoor.

Out of Home for Good Winner
 Ride with Pride
Advertiser: Transport for NSW
Creative agency: Transport for NSW in-house
Media agency: N/A
Printer: Print Effect

Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is OOH by recognizing exceptional campaigns in each quarter.

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