JC Decaux and Peters Ice Cream share 2020 OMA Grand Prix Award
The judges were unanimous in their decision, noting that the two campaigns stood out for very different reasons. Peters’ Proud and Punch campaign was big, bright and bold, a classic Out of Home creative that launched their new line of vegan ice creams. On the other hand, the Restaurant Live Lists campaign by Broadsheet Media in partnership with JCDecaux was recognised for delivering a great purposeful creative encouraging Melbournians and Sydneysiders to support local restaurants during lockdowns.
The Grand Prix winners were selected from 14 campaigns, the winners of each quarter. Over 81 campaigns in total were submitted for judging in 2020.
“Each year the Grand Prix presents the judges with a challenge having to choose the best of the best. This year the decision was made harder as the campaigns fell into two distinct categories: brand and purpose. Rather than debate the merits of each, the judges thought the two campaigns were equally deserving,” said Charmaine Moldrich, CEO, OMA.
“The Grand Prix entries reflect the shift that occurred during 2020, where we saw advertisers quickly adapt. The Broadsheet and JCDecaux campaign was a sure winner for me – it had innovation covered, in addition to being perfectly timed when audiences were predominantly local and looking for ways to support their community. It was great to see so many purpose-driven Out of Home campaigns in the judging selection this year and this was amplified by how brands changed their messages and creative to embrace the community,” said Thomas Tearle, CEO, VMLY&R.
Also judged on the day was the 2020 Creative Collection quarter four entries. The judges chose from 19 campaigns submitted from OMA members including JCDecaux, oOh!media and QMS Media.
General Mills’ Old El Paso campaign won the Big, Bold and Bright category. Honourable mention in this category was awarded to both William Grand & Sons (Monkey Shoulder) and Coopers. Flipspot, the new textbook re-sale app, won the Best Use of Multi Format category, while MyPayNow won the Best Use of Digital category, with an honourable mention awarded to ANZ.
“The dynamic use of digital this quarter created an opportunity for brands to have fun with their messaging and enhance temporal relevance in their campaigns. It is great to see such genuine creativity in Outdoor, proving that OOH can triumph even in a year when everyone is being told to stay inside,” said Paul Swann, Executive Creative Tinker, Thinkerbell.
In 2021, the OMA will add a fifth category to the competition. Out of Home for Goodwill awards (purpose driven campaigns), which are becoming more prevalent on OOH signs.
The 2020 Grand Prix judges were Paul Swann, Executive Creative Tinker, Thinkerbell and Thomas Tearle, CEO, VMLY&R, while the 2020 Creative Collection Q4 judges were Darren Olliffe, Director of Brand Health Tracking and Creative Development, Ipsos; Josh Steel, Group Sales Manager, goa; Paul Swann, Executive Creative Tinker, Thinkerbell and Phil Eastwood, CEO, BIG Outdoor.
In Summary:
2020 Creative Collection Grand Prix winners:
(1) Campaign: Restaurant Live Lists
Advertiser: JCDecaux and Broadsheet Media
Creative Agency: JCDecaux and Broadsheet
Media Agency: Direct
(2) Campaign: Peters – Proud and Punch
Advertiser: Peters
Creative Agency: Leo Burnett
Media agency: Spark Foundry
Quarter Four 2020 winners:
Big, Bold and Bright – Winner:
Campaign: Tortilla Pokets – Launch into Mess Free Mexican
Advertiser: General Mills (Brand Old El Paso)
Creative agency: Thinkerbell
Media agency: Mindshare
Big, Bold and Bright – Honourable Mentions:
(1) Campaign: Forever Original
Advertiser: Coopers
Creative agency: The Royals
Media agency: KWP! Media
(2) Campaign: Monkey Shoulder Q4
Advertiser: William Grand & Sons (Monkey Shoulder)
Creative agency: Isobar
Media agency: iProspect
Best use of Multi Format
Campaign: Launching Flipspot – The App
Advertiser: Flipspot
Best use Digital
Campaign: MyPayNow
Advertiser: MyPayNow
Creative agency: 40/40 Creative
Media agency: MyPayNow
Best Use of Digital – Honourable Mention
Campaign: Financial Wellbeing
Advertiser: ANZ
Creative agency: TBWA
Media agency: PHD VIC
Note: there were no entries in this quarter in the Innovation in Out of Home category
