Outdoor Media Association announces Creative Collection Q1 2023 Winners

The Outdoor Media Association (OMA) has 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).

“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, ” says Elizabeth McIntyre, CEO of OMA.

Ql 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

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

Best use of Digital Winner Campaign: Takeover with Your Team Colours

Advertiser: AFL

Creative agency: POLY & oOh! Content & Creative Technology

Media agency: AFL

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

Innovation in Out of Home Winner Campaign: The Original Margarita
Advertiser: Cointreau

Creative agency: Spirits Platform

Media agency: Kaimera

Printer: Grand Print Services

Out of Home for Good Winner Campaign: Ride with Pride
Advertiser: Transport for NSW

Creative agency: Transport for NSW in­ house

Printer: Print Effect

Judging comments included “The scale and response of ARN’s The Christian O'Connell Show - Gold 104.3 (Melbourne) campaign stood out to me. They created a multi-format, digital OOH campaign, that connected directly with audiences. Outdoor advertising works brilliantly with other formats, and ARN has done this in a very clever and engaging way, ” said Tony Haines, General Manager, EiMedia.

Mario Lendvai, Co-founder and Creative Director of Broken Yellow, added,  “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.”

“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.

“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.

This quarter's 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  and  Peter Upton, General Manager, Gawk Outdoor