WINNERS 2020
INTRODUCTION
THE WINNERS
TAKE A LOOK
clearchannel.co.uk | @clearchanneluk
#OMA2020
HOME
CATEGORIES
AWARDS - CREATIVE
AWARDS - PLANNING
AWARDS - EFFECTIVENESS
AWARDS - A PLATFORM FOR GOOD
AWARDS - TALENT
AWARDS - GRAND PRIX
ADDITIONAL CREDITS
CONGRATULATIONS
INTRODUCING THE 2020 WINNERS
THE 2020 Judges
Amy Watt Chief Strategy Officer Dentsu
André Laurentino Chief Creative Officer Ogilvy UK
Annie Gallimore Managing Director Engine UK
Caroline Paris Creative Director Brave
Chaka Sobhani Chief Creative Officer Leo Burnett
Claire Beale Global editor-in-chief Campaign
Clare Chapman Head of Media Planning, EMEA Essence
Damola Timeyin Strategy Director & Partner BBH
Graeme Adams Head of Media BT
Jack Swayne EMEA CEO m/SIX
Jed Hallam Chief Strategy Officer Initiative
Jenny Biggam Co-founder The7Stars
Jerry Daykin Senior Media Director, EMEA GSK
John Paul Cadman Group Chief Planning Officer Havas Media Group
Jon Kershaw Managing Director PHD UK
Laura Fenton Managing Director OMD UK
Lawrence Tapper Head of Media & Marketing Partnerships Warner Bros
Lindsay Turner CEO Spark Foundry
Martin Corke Chief Marketing Officer Clear Channel
Mike McCoy CEO Vizeum UK
Nadine Young Managing Director Starcom UK
Paul Knight CEO OmniGOV @ Manning Gottlieb OMD
Rik Moore Head of Insight, Strategy & Planning The Kite Factory
Sally Weavers Founder Craft Media
Simeon Adams Creative Partner Goodstuff
Simon Carr Chief Strategy Officer Hearts & Science
Steve Gladdis Chief Strategy Officer MediaCom
VIEW MORE JUDGES
Welcome to the Outdoor Media Awards 2020 winners’ guide. Run by Clear Channel UK, in partnership with Campaign magazine, the awards are now a stalwart in the industry awards calendar, and reward excellence in Out of Home (OOH) advertising. What a year. It’s safe to say nothing prepared us for the complete upending of life, work and everything that 2020 has presented us with... and we're only in June. Back in March, when the seriousness of the global pandemic was becoming apparent, we were adjusting on a personal level to the huge changes we were all facing. We were also squaring up to the reality that Out of Home would naturally have to deal with the repercussions of reduced numbers of people outside, and an ad industry that had slammed on the breaks. We realised quite quickly that everything was changing and mass gatherings were going to be impossible for the foreseeable future, so knew that the way we celebrated the OMAs would look
2020 has been a tough year for the Out of Home industry. But even in a global pandemic, when everyone in Britain was told to stay inside; when we could have been a channel people stopped talking about, we managed to find a way to stay relevant and purposeful. Reading through OMA2020 winners, you’ll be reminded just why Out of Home has delivered such growth over the past few years, and why it will return to success again in the not too distant future. Congratulations to all our #OMA2020 winners! See you next year.
considerably different this year. What didn’t change was the outstanding quality of work that the industry put forward for our panel of 27 judges to look at. Every year we think about how to develop the awards, how we tailor it to best showcase the amazing work our industry produces. This year, instead of introducing one new category, we decided to have an overhaul of the awards structure. We’ve increased the number of categories by no less than five, grouped them to better reflect the different category ‘disciplines’ within Out of Home, as well as celebrating those using the medium as a force for good, which feels more pertinent than ever right now. There’s also an expansion in rewarding you, the people who make our industry so brilliant. The campaigns that ran in 2019 and have been awarded at #OMA2020 are genuinely some of the best that our medium has ever delivered. From the creativity, to the use of data, planning and technology, it has never been as amplified or as integrated, never worked so effectively, and never been seen at such scale before.
Categories
We’ve grouped the categories to better reflect the different ‘disciplines’ within Out of Home, as well as celebrating our people, and those using the medium as a force for good.
Visual Craft Award Tech Innovation Award Installation and Experience Award
Creative
Data and Intelligence Award Cross-Format Award Cross-Channel Award
PLANNING
Brand Fame Award SME & Local Advertising Award New Approach Award
Effectiveness
National Social Impact Community Social Impact
a Platform for good
Social Impact Champion Rising Star
Talent
Grand Prix
CREATIVE
VISUAL CRAFT
TECH INNOVATION
Installation and Experience
GOLD AWARD
For the launch of BBC’s new series, Dracula, the stakes were high to make it stand out. Research shows that Out of Home (OOH) is proven to build brand fame amongst youth and light TV audiences. People also consider brands who create bespoke special-builds to be more innovative and exciting. Key to the success of this campaign was unmissable, high-impact OOH. The design and production comprised of a cluster of 3D bloody stakes – unassuming by day, but as night fell, the Prince of Darkness arose from the stake-impaled canvas, in keeping with the dark, night-time nature of Dracula. His shadowy silhouette was unmissable to those who walked by. The innovative execution received an amazing response. Driving huge earned reach across social and publisher platforms, trending across Reddit’s homepage and exposure across both national and industry press.
Dracula - BBC Talon Outdoor / Havas Media and BBC Media Planning / BBC Creative
BRONZE AWARD
SHORTLISTED
SILVER AWARD
Habito needed to make an impact as “the rebel” in the mortgage marketplace to drive their online advice requests. Rather than telling commuters how Habito makes life easier, the creative helped them feel it through vibrant and show-stopping posters. They beautifully illustrated a snapshot of mortgage hell compared to the clear, calm of Habito – driving positive business effects.
Through the use of highly contextual placements and poignant nostalgic creative, Spotify delivered a powerful Out of Home (OOH) campaign that ignited the imagination of the nation. By triggering a strong sense of nostalgia to remind audiences why music from their past still matters to them, and reaching the elusive and often forgotten generation of 35 to 45 year-olds in the UK.
This is the kind of work any creative would have loved to do. It’s very innovative and creative, and something one wouldn’t forget.”
“
Brexit - Led by Donkeys OOhyes IKEA: Steps - IKEA Greenwich Posterscope / Vizeum / Mother London Piccadilly Fold - Samsung Fold / Samsung Ocean Outdoor / Cheil
Listen Like You Used To - Spotify Rapport UK / UM / WHO WOT WHY
Hell or Habito - Habito Talon Outdoor / Goodstuff / Uncommon
The category celebrates best-in-class, eye-catching Out of Home poster design. The winning creative will be undeniably brilliant in its art direction, powerfully convey its message and be true to the brand. The poster will suit the OOH environment where it is displayed and bring the campaign strategy to life.
Tech Innovation
During last year’s Rugby World Cup, Guinness stole the spotlight from the official sponsor beer brand by becoming ‘the Official Sponsor of fan Belief’. They shifted the focus of their activity onto monitoring and amplifying the emotional sentiment of the fans. The ‘Belief-o-Meter’ was created; a bespoke API that analysed the nation’s state of belief via live social sentiment and poll data, with results published dynamically onto digital Out of Home (DOOH). This technological media first allowed Guinness to adapt messaging when the API showed that belief was decreasing, encouraging fan spirit when the teams needed it most. Not only did Guinness retain its position as the nation’s favourite beer brand, it sold 2.6m more pints, and came out as the number 1 brand associated with rugby.
Guinness: The Official sponsor of Belief - Diageo Posterscope / Carat / AMV BBDO
For Visa’s #WhereYouShopMatters 2019 Christmas campaign, an ambitious use of live train departure data gave destination-specific shopping advice to push positive business results. It did so in line with Visa’s mission to support independent retailers and help the local high street.
People don’t really care about the processing power of artificial intelligence technology, so IBM’s long-term strategy has been to ground their AI messaging in a partnership with Wimbledon Tennis Championships. Thanks to an incredible application of AI, plus DOOH.com’s innovative dynamic technology, IBM Watson was able to showcase its AI capabilities to display an impressive 60,000 different creatives in meaningful ways across the tournament, enabling people to experience the key moments they couldn’t see live.
Love this as an example of tying digital tech, creative excellence and emotion to an OOH campaign. The integration of social media as a signal for dynamic creative delivered strong results and a media first.”
Beyond Limits - ‘Barefoot’ Piccadilly Lights - BT Posterscope / Essence / Saatchi & Saatchi International Bundles - O2 Talon Outdoor / Havas Media / VCCP The LEGO Movie 2 - Warner Bros. Kinetic / PHD
IBM Watson at Wimbledon 2019 - IBM Kinetic / DOOH.com / Mindshare / Ogilvy
#WhereYouShopMatters - Visa Posterscope / Starcom / Saatchi & Saatchi
This category celebrates creative executions that stand out because of their innovative deployment of technology or data. The winning campaign will use tech or data in new and interesting ways to push the boundaries of what is possible in Out of Home with an original and unique execution. This category will be judged on how the data or technology has been used to deliver a creative execution, rather than for campaign planning.
Andre Laurentino Chief Creative Officer Ogilvy UK
INSTALLATION AND EXPERIENCE
The BBC’s January launch is always a stand-out, so for Dracula, the ‘stakes’ were high. Broadcast television has faced even more competition in recent years with the rise of streaming services, so the BBC needed to do something extra dramatic. Research has proven the power of special builds. People consider brands who undertake this type of activity as more innovative and exciting. We also know that the builds themselves drive positive association shifts for the brand. The production technique to create the shadow billboard of the iconic vampire himself, was rigorously tested by creating small-scale replicas of the unit to ensure we could achieve the desired effect. And it did. The special build was only fully revealed at night. After sundown at 4pm the spotlight came on and the shadow of Dracula was revealed, perfectly in keeping with Dracula’s nature. The innovative execution saw an amazing response from the public, driving huge earned reach across social and publisher platforms, trending across Reddit’s homepage, with exposure across both the national and industry press.
In October 2019, BT invited children participating in the ‘Barefoot Programme’ to code their own avatar, which was then projected onto the world-famous Piccadilly Lights. The activation reinforced BT’s ‘Beyond Limits’ brand positioning and their ambition to provide computer skills training to five million children by 2025. It also highlighted their tech advancements, cut through the advertising clutter and delivered a media-first.
In November 2019 artist Steve McQueen, together with Tate Britain, Artangel and A New Direction, unveiled one of the most ambitious visual portraits of citizenship ever undertaken in the UK. Using the medium of the traditional school class photograph, Year 3 brings together images of 76,146 children from across London, offering a hopeful portrait of a generation to come. The resulting class photos were displayed in a vast installation at Tate Britain, while millions also caught sight of Year 3 classes in a city-wide outdoor exhibition organised by Artangel.
From the strategy to the execution, this campaign ticked many boxes and quite frankly would be a highlight in OOH in any year.”
Pick a leaf and power the planet - Herbal Essences / P&G Jack / Publicis Media / Jack Your Future Self - Scottish Widows Kinetic / MediaCom / adam&eveDDB The best of British: how Jaguar's partnership with Wimbledon delivered a first of its kind content driven DOOH campaign for consumers - Jaguar I-PACE / Jaguar Land Rover (JLR) Posterscope / dentsu X / Spark44 / The Event Business / CAA
Steve McQueen Year 3 - Tate Britain / Artangel / New Direction Posterscope
Beyond Limits - ‘Barefoot’ Piccadilly Lights - BT Posterscope / Essence / Saatchi & Saatchi
This category awards campaigns that are one-off, PR-worthy special installations or immersive real-world experiences. Campaigns entered don’t necessarily need to fit inside the usual formats found in an Out of Home campaign.
The core of the media and advertising industries
CASE STUDY
Additional Credits
DATA AND INTELLIGENCE
Christmas 2019 - Tesco Kinetic / DOOH.com / MediaCom / BBH Make the Most of Summer - Google Search and Google Maps / Google Talon Outdoor / OMD / Grand Visual / 72andSunny Amsterdam
This category awards smart planning powered by data. Campaigns entered into this category will be able to clearly demonstrate how the use of audience-focused data, insights and tools were used to create an effective media plan. The entry will demonstrate how the campaign was more successful as a result.
The AI capabilities of IBM’s Watson was harnessed to create 60,000 different creatives, helping tennis fans experience Wimbledon 2019’s key moments. Contextually relevant messages displayed in the places and at the times when they couldn’t see the action live, keeping people up-to-date on the tournament. To use tennis terms, it was an ‘ace’ campaign.
Census and Route data was wonderfully combined to execute O2’s most complex, dynamic, geo-local Out of Home campaign ever, across 48 communities. Over 100 copy variations addressed millions of consumers in their native language, in the most relevant location and were tailored to the respective home country time zones, to impressive sales growth.
International Bundles - O2 Talon Outdoor / Havas Media / VCCP
IKEA Greenwich was launched as the Swedish brand’s first sustainable store format, opened with a promise made to the local community: reduce car visitation. Planners plot areas with the densest car usage, overlaid with densest home furnishings interest, to map the most popular routes taken to the store site. Impressive in-person calculations then gave exact numbers of steps from each Out of Home site, along with accurate public transport options, to demonstrate the ease of ditching the car. 51 million steps later, across 20,400 miles, Ikea Greenwich had notably reduced car visitation whilst still making sizeable incremental revenues during the first month of opening.
IKEA: Steps - IKEA Greenwich / IKEA Posterscope / Vizeum / Mother London
The attention to detail required for every single site is hugely impressive. A prime example of data being used brilliantly to deter people from the easy option of driving to Ikea - hats off to the team.”
CROSS- FORMAT
‘5GEE’ - EE Posterscope / Essence / Saatchi & Saatchi Hope is Power - The Guardian Talon Outdoor / PHD / Uncommon Take Flight - RESCUE Remedy Nelsons / Evolve OOH / JKO COLLECTIVE
This category is open to campaigns which have strategically used at least two different OOH formats across different environments. Whether this is the use of small and large formats, traditional and digital formats, mall advertising and high street advertising, etc. the entry needs to clearly demonstrate why particular formats have been used together, and the strategy behind the choices.
Aussie’s Great Hair Though combined creative parodying some of life’s most awks moments – from bumping into your boss on a ‘sick day’, to getting locked out – with cherry picked contextual placements making use of a plethora of Out of Home formats. The result? A noticeable spike in awareness, business growth and social buzz.
John Lewis & Partners Hibernation campaign highlights how a simple brief with a low budget doesn’t need to be a run of the mill. By hijacking that universal feeling of wanting to be home and snug, the campaign has become one of the most dynamic and creative campaigns John Lewis Home has ever activated.
Hibernation - John Lewis & Partners Talon / Manning Gottlieb OMD / OMG DOOH / adam&eveDDB
Great Hair Though - Aussie / P&G Aussie / P&G One Publicis / Recipe / Various OOH media owners
TENA have historically been a discreet brand, focussing on highly targeted 1:1 communication channels. To truly challenge the stigma of incontinence, a bold creative with a bold plan was needed. The TENA takeover focused on the UK’s busiest shopping destination, Oxford Street, showing 40-something women wearing TENA Silhouette, challenging their ideas about femininity and living with incontinence. By including both large and small format within the same area, the brand was able to ensure that the formats amplified each other, providing the campaign with a level of cross platform frequency within a short space of time. By competing against some of the major fashion brands and aligning their underwear range with stylish feminine needs, they massively grew the overall product category.
From Humiliation to High Fashion - TENA Zenith / Finn
I loved the way that a simple but bold media strategy shaped the campaign and the creative execution – a visible, public and ‘high fashion’ treatment.”
CROSS- CHANNEL
From Humiliation to High Fashion - TENA Zenith / Finn It’s Creme Egg Hunting Season - Cadbury's Creme Egg / Mondelez Posterscope / Carat / VCCP Unlocking London - LNER Talon Outdoor / Manning Gottlieb OMD / OMG DOOH / Anomaly
This category is open to cross-channel campaigns which have strategically used Out of Home as a lead channel when partnered with at least one other medium, to the benefit of the campaign in reaching the desired audience.
London’s experience seekers were cleverly targeted with unique creative executions at 12 key stations across London. Samsung used the fame- driving and media-maximising power of Out of Home, as part of a fully integrated cross-channel campaign, to transcend tech and launch one of the most exciting new event spaces in London.
In summer 2019, Spider-man faced his biggest mission yet – a crowded release window and an ambitious box office target. The solution was to run no less than three media firsts with some of London’s most recognisable media, with Out of Home right at the heart as the lead channel.
Spider-Man: Far From Home - Sony Pictures Talon Outdoor / Manning Gottlieb OMD / Empire
Not A Shop: Launching Samsung KX - Samsung Starcom / Iris Worldwide
Peaky Blinders fans were put at the heart of this campaign to launch the show’s much anticipated fifth series. A social media call to arms for fan-art produced substantial buzz, along with 16 designs for a national poster campaign, with two becoming stand-out murals. That buzz continued to grow as the fan-art appeared on streets across the UK. Using this cross-media integration, with Out of Home at the core of the campaign to create reach and awareness of the new series, the campaign itself gained widespread PR coverage and increased brand consideration for the BBC amongst under-35s, re-directing attention back to the show’s original home.
Peaky Blinders - BBC Talon Outdoor / Havas Media / BBC Creative
The engagement of new and existing audiences is super smart and creates credibility with a viewing audience, as well as a deeper engagement with TV culture - a great result for BBC and wonderfully delivered.”
A big high-five for all of the planners and their craft
CROSS-FORMAT
CROSS-CHANNEL
BRAND FAME
‘5GEE’ - EE Posterscope / Essence / Saatchi & Saatchi
This category celebrates campaigns that has utilised national reach to successfully build Brand Fame through a committed, effective and prolonged use of Out of Home. Campaigns entered into this category will have run for a minimum of 6 months and must have been live in 2019. Entries into this category must have an Out of Home media budget of over £1million.
Samsung’s Galaxy Fold was one of the most anticipated products of 2019. Its unique folding screen changed the face of the smartphone, and the way we looked at mobile screens forever. For the UK launch, Samsung dramatised this on Piccadilly Lights. By recreating the architecture behind the screen, Samsung built something never seen before - a folding structure engineered to literally change the face of one of the world’s most iconic screens, which then revealed the changing face of the smartphone.
ITV were looking for a long-term solution to sit at the heart of their 2019 media strategy. In particular, the task was to grab the attention of lighter ITV viewers, who are harder to reach and more selective in their viewing. Out of Home helped deliver visibility across the whole of 2019 at a national scale, whilst maintaining a perceived “always on” presence for the ITV brand.
Long Term Holding - ITV Talon Outdoor / Goodstuff / ITV Creative
Piccadilly Fold - Samsung Fold / Samsung Ocean Outdoor / Cheil
In 2018 Cadbury launched their ‘Cadbury Inventor Campaign’, inviting UK consumers to enter their own variety of Cadbury Dairy Milk bar into a competition. In 2019, the winner’s creation was added to the existing Dairy Milk range. Out of Home was viewed as the perfect channel for driving brand awareness and interaction with the competition as the lead broadcast channel, above TV. However, it was dynamic digital Out of Home that proved vital to deliver memorability and enhance creative effectiveness. The campaign increased brand positivity, encouraged impressive interaction figures across the competition and delivered the consumer engagement that Cadbury were looking for.
Cadbury Inventor - Cadbury / Mondelez Posterscope / Carat / VCCP
Creative and media worked perfectly together on this one. Great use of Out of Home in building fame through interaction.”
SME & LOCAL ADVERTISING
Twice As Long - Fore Play Crazy Golf Cole AD
This category awards local Out of Home campaigns with demonstrable positive results for SMEs. The category is open to campaigns from Small and Medium-Sized Enterprises. These advertisers must have a turnover of less than £25m per annum and fewer than 250 employees.
Glasgow based live events producer, Cryptic, took a dive into the world of digital Out of Home to both target their identified audiences for sound and art festival, Sonica, and also reflect their efforts to be sustainable. A “does exactly what it says on the tin” approach to design, delivered a creative that conveyed sonic and visual art in a mass-appeal way, using subtle yet inviting animation. By the end of the 11 day event, Sonica had attracted it’s largest ever audience, driven a sizable increase in box office income and the team were invited to present the campaign at the Green Arts Conference.
Sonica Glasgow 2019 - Sonica Cryptic
A really smart use of insight and planning, matched to a strong creative, to deliver hugely impressive results.”
NEW APPROACH
Dare to be different ‘Fresh Thinking’ changing Co-op's perspective of OOH - Co-op Food / Co-op Funeralcare / Co-op Insurance / The Co-operative Group Posterscope / Carat / Lucky Generals / Amaze Square: More Than Just Brand Fame - Square Posterscope / dentsu X The LEGO Movie 2 - Warner Bros. Kinetic / PHD
This category awards a small or large advertiser that has either; used OOH for the first time, returned to using Out of Home after at least one year away from the medium or have changed their approach to using Out of Home in response to the technological advances of the medium, resulting in positive business effects.
Next is one of the UK’s biggest retailers; everyone knows who they are. So much so, they hadn’t felt the need to use broadcast Out of Home for nearly 10 years. For Next Home, the agency and specialist adapted their approach to demonstrate to the UK retail giant that digital Out of Home could be viewed as a digital brand performance channel – and as a result delivered both incremental online and offline sales.
Vicks ditched the TV and used Out of Home as a stand-alone channel across the most germ-ridden locations in the country. The campaign was planned to give commuters, who are up to 4x more likely to fall sick, the confidence to travel into work without the fear of catching the common cold, which drove a sizable sales uplift for Vicks First Defence.
Vicks First Defence: Defending commuters from the common cold - Vicks / P&G Starcom - PG One / Saatchi &Saatchi - PG One
Using DOOH as a performance channel - Next Home / Next Posterscope / iProspect
Out of Home (OOH) wasn’t originally considered for Pirinase due to GSK’s global initiative, which prioritised digital spend. Additionally, the unpredictable hay fever season makes it difficult to deliver a timely media plan for when the pollen bomb drops – especially with OOH, which is perceived to have been trading in the same way for the past 50 years. Pirinase challenged this by pioneering an industry-first, hyper-reactive campaign, using live pollen data to purchase inventory. This new approach to OOH meant Pirinase was able to redefine OOH capabilities by converting penetration to sales, and dominate its competitors during peak hay fever moments.
Hayfever Relief through Innovation - Pirinase / GSK Posterscope / Platform GSK / Weber Shandwick
This campaign shows great use of data, rigorous testing, simple messaging and brilliant results. It’s a clear long-term repeatable opportunity and has been incredibly well executed.”
EFFECTIVENESS
Celebrating the effective campaigns for big, small and new advertisers
brand fame
sme & local advertising
new approach
NATIONAL SOCIAL IMPACT
Can't Pass It On - Terrence Higgins Trust Global / Exterion Media Reaching into the Hearts of Local Communities - Co-op Food / Co-op Funeralcare / Co-op Insurance / The Co-operative Group Posterscope / Carat / Lucky Generals Their Future is in Your Hands - StreetLink / Homeless Link Clear Channel
This category is open to specialists, agencies and media owners working in Out of Home who are delivering projects that drive positive change for the environment and / or communities in the UK on a national level. It’s also open to specialists, agencies and brands using outdoor as part of a campaign put in place to amplify positive social impact projects at a national level. Whether it’s working to improve urban spaces, diminishing your company’s impact on the environment, supporting minority groups or helping charitable causes, your project and / or Out of Home campaign will have made a measurable positive impact on society.
Movember’s 2019 campaign, ‘Whatever You Grow’, conveyed that no matter who you are, or what moustache you grow, everyone can raise funds, start conversations and save lives. The creative, which featured real “Mo Bro’s” was live across Out of Home advertising in the UK and worldwide, amplified Movember’s message. The campaign raised an all-time record of funds through donations to Movember.
A cup of tea and a biscuit; not just a cultural institution for us Brits, but a brilliant way to get the nation talking. The Out of Home element of the ‘Be Kind to your Mind’ campaign for McVitie’s and Mind put the nation’s mental health at the forefront of the conversation, sold a truckload of biscuits and raised over £150,000 for charity, providing mental health support for communities up and down the country.
Be Kind to Your Mind - McVities / Pladis Kinetic / Wavemaker
Whatever You Grow - Movember Bountiful Cow / Matta
Living in Britain since the life-changing referendum result on 23rd June 2016, it’s impossible to ignore the effects that Brexit has had on our daily lives. Since its launch, Led By Donkeys’ anti-Brexit campaign became a huge part of that visual landscape and narrative. Led by Donkeys is a grassroots anti-Brexit movement started by four young fathers. Angered by the lies propagated by key political figures in the Leave campaign, Led by Donkeys sought to expose a slew of falsehoods, hypocrisies and broken promises with a series of powerful outdoor sites positioned strategically across the UK. If the success of an outdoor campaign can be determined by the buzz it creates and momentum it drives, then Brexit, Led by Donkeys, undeniably achieved what it set out to do. It perfectly encapsulates the power of Out of Home advertising to create fame, inspire debate and lift a small movement to national attention.
Brexit - Led by Donkeys OOhyes
Brilliant appropriation of Twitter visuals presented in an Out of Home creative - so simple, so effective. This was a big PR hit in the UK. It left the realm of advertising and broke into culture.”
COMMUNITY SOCIAL IMPACT
Community Initiative to Reduce Violence - CIRV Guiding Young Minds / Northamptonshire Police Raw Talent Wanted - Brixton Finishing School Brave / Clear Channel Visual Awareness Matters - James Ross Hunter Youth Support
This category is open to specialists, agencies and media owners working in Out of Home, who are driving positive change to the environment and / or communities in the UK on a local level. It’s also open to specialists, agencies and brands using outdoor as part of a campaign put in place to amplify positive social impact projects at a local level. Whether it’s working to improve urban spaces, diminishing your company’s impact on the environment, supporting minority groups or helping charitable causes, your project and / or OOH campaign will have made a measurable positive impact.
IKEA Greenwich was the brand’s first sustainable store format. It’s opening came with a promise back to the community: to reduce car visitation. The surrounding OOH campaign shows its able to change behaviour – converting cars into the most sustainable transport available: our feet. It used data and creativity to tangibly reduce car visitation, while still ensuring an impressive first month of revenue from the store’s opening.
To hit the 5,000 daily donations of blood that are required to meet patient needs, NHS Blood and Transport (NHSBT) used a dynamic digital Out of Home campaign to target people who live or work near donor centres to inspire them to register to give blood. The campaign ran across 120 digital poster sites that were close to priority donor centres throughout 10 cities in England. Using NHSBT’s live first party data, the posters featured a suite of real-time information including the number of appointments available that day, the nearest donor centre, as well as the walking distance. The campaign also featured real life recipients that our audience could relate to. The results showed a huge rise in people registering to give blood, rendering the campaign an undeniable success story.
Dynamic Blood Appointment - NHS Blood & Transplant 23red / Clear Channel
A brilliant campaign that answered the brief and solved the client problem in an innovative way. It kept communities at the heart of its solution too, which makes it a worthy winner of this category.”
A PLATFORM FOR GOOD
Rewarding those using Out of Home to make our world a better place to live
SOCIAL IMPACT CHAMPION
This category is open to individuals working with and in communities, who are mobilising themselves and others to drive awareness, positive action and social change in the UK, and use Out of Home to amplify their work.
WINNER
Cephas’ work for black men has not only become a symbol of hope for the whole black community but he has also used his platform to educate and inspire people outside of the community. Cephas set out and managed to “change the narrative for life.” Literally striving to stop the negative portrayal of black men in the media by creating the hugely successful “56 Black Men” campaign, which arguably became a movement. As he will tell you, the campaign was just the start. His vision was always bigger than just that, but he used it as a catalyst to hold a much bigger conversation. His work has given black people a platform to be unapologetically themselves and collectively discuss issues that they once faced individually. He has been able to use his message to drive awareness and positive change in the way black men are perceived in the UK and he has successfully used Out of Home to further amplify this message.
Cephas Williams 56 Black Men
What Cephas set out to do is simple and straight to the point and is told with masterful storytelling. His work and the 56 Black Men campaign is inspiring and intriguing in the visual and connected to all sorts of other media including OOH, to drive maximum attention. He has affected real change and made a notable Social Impact.”
Rising star
This category awards a talented newcomer to the industry who’s going the extra mile, having shown incredible enthusiasm and involvement in Out of Home industry. This individual will work for a media owner, media agency or specialist, and will have joined the world of Out of Home within the last 5 years.
Within just a few months of joining Talon, Emma had successfully sold the largest experiential campaign Talon had run to date - a giant foam pit for Vans, had managed to secure Sony Music’s entire Out of Home budget for Q3 to create a larger than life Diamond Crown and also convinced MAC to run their largest multi-format creative solution campaign for the launch of MAC’s new ‘Meet Your Matte’ lipstick range. Her focus has resulted in several media- first campaigns for Talon’s clients and her determination means she’s constantly pushing the boundaries of what is possible in creative Out of Home.
Emma Lang Talon Outdoor
Emma clearly has a deep understanding of the nature of OOH and the importance of building strong relationships which allow her to deliver outstanding work. A strong lean into interactive and bespoke executions bring a strong point of view on what awesome OOH should look like across a range of verticals. A very promising star of the future!”
Jed Hallam Chief Strategy Officer Initiative.
RISING STAR
TALENT
56 Black Men
Shortlisted
Aleksandra has worked in the industry for two years and with a variety of sectors and clients. She always aims to go above and beyond to deliver not only the best and most effective campaigns for them, but at a consistent gold level standard of service in her role.
Aleksandra Himina Kinetic
In the two years Ellie has worked as a specialist, she has inspired both agency planners and clients to change their advertising approaches and opinions of what Out of Home can achieve. Her passion for the medium has led to new budgets being allocated into Out of Home, plus innovative, media-first activations for her clients. She is an advocate for diversity, inclusion and mental health support in the industry, using her own experiences to inspire and educate others.
Ellie Gray Kinetic
They will be making a positive impact for their stakeholders (internal or external), the industry and their organisation. They will be making waves by going over and above what is expected of them. Individuals are allowed to nominate themselves and can work in any department.
Jazmin Tuttle is the administrator at Northamptonshire Police who worked on the ‘Community Initiative to Reduce Violence’. She delivered an incredibly successful campaign to reduce gang violence with relatively little experience in running media campaigns.
Jazmin Tuttle Northamptonshire Police
It’s open, but not limited to, people from within the Out of Home industry.
The work by Jazmin and the team around her on this campaign was done with extremely limited budgets. It has been incredibly successful, reaching 1000’s of young, vulnerable people and achieved what it set out to do.
This year’s Grand Prix is a clear example of how expansive Out of Home’s capabilities are. It shows that with thought, insight, creativity and collaboration, Out of Home can deliver work that is not only on point for the brand it’s serving, but it can break free to live well beyond the edges of the billboard it’s posted on, physically and digitally. BBC’s January launch is always a stand -out, so for Dracula, the ‘stakes’ were high. Broadcast television has faced more competition in recent years with the rise of streaming services, so the BBC needed to do something dramatic. The challenge was to create an iconic campaign that would bring Dracula in to life and out of the shadows. As the infamous character is powerless by day, but all powerful at night, this became the focus of the idea. People consider brands who use special build Out of Home campaigns as more innovative and more exciting. Research has also proven the power of special builds – that they drive impressive, positive brand shifts. The resulting campaign execution is a perfect demonstration of creativity and collaboration. A series of stakes impaling classic Out of Home billboards, publicising the launch of the show. The pain-staking production was rigorously tested on small scale replicas. The billboards shadowy secret however was only truly revealed after sundown. A spotlight shining on the stakes revealed the silhouette of Dracula sweeping across the poster, creating a dramatic impact and illuminated visibility in the Winter nights. There was an amazing response from the public – huge earned reach across social and publisher platforms, trending across Reddit’s homepage and significant exposure across both national and industry press.
A top-notch creative idea and execution. Using OOH to advertise to light TV viewers who may not have seen the on-air trailer is a sound tactic. Strong viral pick up.”
GRAND PRIX
The sheer buzz this creative drove was a phenomenon. OOH was the catalyst for the seismic social response. Smart, clever and activated talkability perfectly. Stunning results. This campaign is a worthy and clear Grand Prix winner all day long.”
*Applause* Impactful, clever and terrifying.”
CONGRATS TO ALL OUR WINNERS
We would like to extend our congratulations to all the winners; the bronze, silvers and golds and shortlisted entries into this year’s Outdoor Media Awards. Our judges were blown away by the standard of the submissions they received, and we would like to thank everyone who entered. We especially appreciate you taking the time to enter in such a seismically different and difficult year.
If you’d like to find out more information about the awards or have any questions, search ‘Clear Channel Outdoor Media Awards’ or get in touch with the team at: outdoormediaawards@clearchannel.co.uk
KEEP IN TOUCH
Dracula - BBC Catherine Knight - Talon Outdoor Helen Zamorski - Havas Media Listen Like You Used To - Spotify Patrick Lancaster - Rapport Russell Archer - UM Katie Savelli - WHO WOT WHY Hell or Habito - Habito Michael English - Goodstuff Martin Pittendreigh - Talon Outdoor Mackenzie Leary - Uncommon
The Visual Craft Award
Guinness: The Official sponsor of Belief - Diageo Katy Hindley - Liveposter Thomas Grint - Carat Dee Levison - Carat David Eyre - Carat Alexandra Porritt - Posterscope Billy Saunders - Posterscope Catherine O’Leary - Posterscope IBM Watson at Wimbledon 2019 - IBM Dimitar Stoyanov - Ogilvy Cheryl Clarke - IBM Annabelle Cunningham - Kinetic Worldwide Daleep Dehal - Mindshare #WhereYouShopMatters - Visa Martin Gee-Borjesson - Publicis Media Kevin van der Ham - Publicis Media Tom Lloyd - Publicis Media Liam Rushforth - Flux William John - Saatchi & Saatchi
The Tech Innovation Award
Dracula - BBC Catherine Knight - Talon Outdoor Helen Zamorski - Havas Media Steve McQueen Year 3 - Tate Britain / Artangel / New Direction Cressida Day - Artangel Lyndsey Westney - Posterscope Beyond Limits - ‘Barefoot’ Piccadilly Lights - BT Alice Tendler - BT Laura Stone - BT Max Fabian - Saatchi & Saatchi Matt Roberts - Publicis-Poke Tom Kislingbury - Essence Dan Bayford - Posterscope Catherine Morgan - Ocean Outdoor
The Installation and Experience Award
IKEA Steps - IKEA Greenwich / IKEA Tania Douglas - IKEA Clare Ryan - IKEA Rebecca Bell - Vizeum Harry Drakes - Vizeum Annie Moberly - Vizeum Karen Walkinshaw - Vizeum Mike Skene - Posterscope International Bundles - O2 Jenni Gabbarelli - Talon Outdoor IBM Watson at Wimbledon 2019 - IBM Dimitar Stoyanov - Ogilvy Cheryl Clarke - IBM James Byard - Kinetic Worldwide Annabelle Cunningham - Kinetic Worldwide Daleep Dehal - Mindshare
The data and intelligence Award
From Humiliation to High Fashion - TENA Simeon AdamsIngrid Leddin - Zenith Media Alice Hadley - Zenith Media Hibernation - John Lewis & Partners Penny Howson - Manning Gottlieb OMD Julianne Ngu - Manning Gottlieb OMD Oliver Thurtle - OMG DOOH Nathan Bennett - OMG DOOH Ed Rumbol - Talon Shannon Healy - Talon Great Hair Though - Aussie / P&G Aussie / P&G One Robyn Squires - Publicis Media Amber Pryde - Publicis Media Joseph Baker - Publicis Media Emily Friedlos - Publicis Media Suni Khan - Recipe Danielle Lindfield - Recipe Dom Roe - Recipe Matt Waller - Recipe
The cross-format Award
Peaky Blinders - BBC Nicci Loudon - Talon Outdoor Catherine Knight - Talon Outdoor Kendall Wagstaff - Havas Media Spider-Man: Far From Home - Sony Pictures Stephen Cooke - Manning Gottlieb OMD Harriet McDonald - TFL Emma Lang - Talon Catherine Knight - Talon Charlotte Bull - Talon Not A Shop; Launching Samsung KX - Samsung Nicole Allen - Starcom Worldwide Michael Huckerby - Starcom Ross McAuliffe - Starcom Gus Glassborow - Starcom Eleanor Jones - Starcom Ashrita Seshadri - Samsung KX Luke Bartley - Iris Worldwide Ivan Beloborodov - Iris Worldwide
The cross-channel Award
Cadbury Inventor - Cadbury / Mondelez Julia Sparrow - Mondelez Mike Skene - Posterscope Thomas Mason - Posterscope Fleur Greenfield - Posterscope Ben Maclaren - Carat Nick Alder - Carat Long Term Holding - ITV Hatty Bracey - Talon Outdoor James Brunton - Talon Outdoor Roy Shepherd - Goodstuff Callum Davidson-Dean - Goodstuff Amy Chandler - Goodstuff Piccadilly Fold - Samsung Fold / Samsung Adam Hinson - Samsung Russell Shaller - Cheil Nick Spink - Cheil Maris Silis - Cheil Sam Balderstone - CYLNDR
The brand fame Award
Hayfever Relief through Innovation - Pirinase / GSK Will Brownsdon - Platform GSK Christopher Ho - Posterscope Dan Conway - Posterscope Vicks First Defence: Defending commuters from the common cold - Vicks / P&G Tom Bradwell - Starcom Using DOOH as a performance channel - Next Home / Next Libby Darley - iProspect Maeve Ayton - iProspect Sue Varley - Next Demi Carnelley - Next Louisa Rout - Next Lee Mabey - Posterscope Karen Walkinshaw - Posterscope
The new approach Award
Brexit - Led by Donkeys George Rossides - OOhyes Be Kind to Your Mind - McVities / Pladis Sophie Mangnall - Wavemaker Cheryl Crilley - Kinetic Worldwide Whatever You Grow - Movember Helena Jennison - Movember Dean Farrow - MATTA Tom Bennett - MATTA Matt Campbell - MATTA Matt Hunt - MATTA Tom Allwood - MATTA Henry Daglish - Bountiful Cow Erika Mari - Bountiful Cow
The national social impact Award
Dynamic Blood Appointment - NHS Blood & Transplant Tom Aggett - NHS Blood & Transplant Philippa Dunning - 23red Daryll Arthur - 23red Ali Omar - 23red Sean Kinmont - 23red Dylan Collard - Photographer Jonathan Acton - Clear Channel Steve McQueen Year 3 - Tate Britain / Artangel / New Direction Cressida Day - Artangel Lyndsey Westney - Posterscope IKEA: Steps - IKEA Greenwich / IKEA Tania Douglas - IKEA Clare Ryan - IKEA Rebecca Bell - Vizeum Harry Drakes - Vizeum Annie Moberly - Vizeum Mike Skene - Posterscope Karen Walkinshaw - Vizeum
The community social impact Award
