Nine 2020 Media Plan of the Year OOH Winners
Adweek’s 2020 Media Plan of the Year
9 OOH Winners
Here is a brief summary of Adweek’s 2020 Media Plan of the Year winners which included OOH. Click this link 2020 Winners to the Adweek story for the full descriptions and other winners. Full credit to Adweek and the Adweek Staff who we ‘borrowed’ very heavily from to bring you the 9 OOH related winners. Take a look below.
Comedy Central (Fallon) | Awkwafina Is Nora From Queens
Categories: Best in Show, Best Use of Alternative Media,
Best Use of Experiential in campaigns
Comedy Central and media agency partner Fallon promoting Awkwafina Is Nora From Queens, including making its star the voice of New York subway system’s 7 train that runs through Queens. The campaign involved Awkwafina reading an original line written by Comedy Central’s team for each subway stop
Comedy Central (Fallon) | South Side
To promote its new comedy South Side, Comedy Central and media agency partner Fallon focused on the show’s location with a promotional campaign designed to stoke local pride.
A large-scale OOH campaign included a station takeover at the Sox-35th L station near Guaranteed Rate Field, home of the Chicago White Sox, an activation Comedy Central claims 8 million Chicagoans saw. Comedy Central also staged screenings at local barbershops, where patrons were offered free haircuts, set up a rent-to-own pop-up store at ComplexCon Chicago
Exverus Media | MasterClass, “Anna Wintour: How to Be a Boss”
Using career-focused tutorials, the campaign took over all 22 digital screens at the World Trade Center’s train station. Place domination Wintour’s mantras—“Yes or no. Never maybe,” and “Take credit, give credit,” on 54 columns in the New York commuter venue.
It also aired on elevator screens in office buildings in midtown and lower Manhattan with the aim of “lifting these women up on mundane Monday mornings.” Outdoor ads and wild postings installed in business districts and in Greenwich Village.
Carat | Mastercard, True Name | Category: Best Cause Marketing
Pride, marked the 50th anniversary of the Stonewall riots in New York, which are credited with launching the modern gay rights movement. Mastercard seized the moment to lift up members of the LGBTQ community, especially those who identify as nonbinary and transgender, with the brand’s True Name campaign. Tagging the historic corner of Christopher and Gay streets near the iconic Stonewall Inn in New York’s Greenwich Village, adding an inclusive custom street sign.
Carmichael Lynch | Subaru of America, “Make a Dog’s Day”
Category: Best Cause Marketing campaign
“Make a Dog’s Day” campaign, Carmichael Lynch and Subaru’s partnership with the ASPCA. Promoting the adoption of shelter dogs replacing Subaru’s cars on its homepage with “underdogs”—shelter dogs that are harder to find a home for because of their age, disabilities or other reasons—featured in a national out-of-home campaign.
UM Canada | Reese’s Peanut Butter Cups, Reese the Movie: A Movie About Reese | Category: Best Use of Branded Content/Entertainment
Using multiple movie trailers during the Season 3 premiere of The Handmaid’s Tale; a YouTube homepage takeover; profiles on Rotten Tomatoes and IMDb; OOH and in-theater ads across Canada
UM Los Angeles | Hulu, The Shape of History | Categories: Best Use of Experiential in campaigns spending $500,000+
Best Use of Out of Home in campaigns
Hulu and UM in Los Angeles cast attention to the fight for women’s equality while increasing the The Handmaid’s Tale viewership. Using the fact that less than 8% of statues in America (and 3% in New York) are of women.
CNN’s branded content studio, Courageous, created 140 new female statues in New York to match the number of existing statues of men in the city (145). The 140 figures in the campaign and installation, titled The Shape of History, were made of mirror, allowing passersby to see themselves. The program later expanded to Atlanta, Boston and San Francisco for Women’s Equality Day.
Colle McVoy | Children’s Health, Get Wellevator
Category: Best Use of Out of Home in campaigns
Elevator buttons are tempting for kids. Colle McVoy turned an elevator in the Stonebriar Centre mall near a KidZania, an indoor entertainment center for children. The elevator ‘room’ was filled with 1,400 buttons—which lit up when pressed. The kid-friendly installation was created for Children’s Health, a pediatric hospital in Dallas. strategically placed the Get Wellevator near KidZania’s entrance.
Exverus Media | Premier Protein, “Triggered”
Category: Best Use of Programmatic
Agency Exverus Media used YouTube’s new Director Mix tool to create 200 static and video assets to appeal to different audience segments. OOH examples targeted gym-goers with messages like, “A snack that CROSS fits your life” and for weight-loss saw, “A tasty shake that’s 160 calories.”
Credits to AdWeek Media Plan of the Year 2020.