Introduction
The Winners
WINNERS 2022
#OMA2022
HOME
INTRODUCTION
CATEGORIES
AWARDS - CREATIVE
AWARDS - PLANNING
AWARDS - EFFECTIVENESS
AWARDS - A PLATFORM FOR GOOD
AWARDS - TALENT
AWARDS - GRAND PRIX
JUDGES
CONGRATULATIONS
ADDITIONAL CREDITS
clearchannel.co.uk
INTRODUCING THE 2022 WINNERS
THE 2022 Judges
Ailsa Buckley Chief Client Officer / Havas Media Group UK
Amiee McKay UK Client Partnership Director & Europe Lead / Clear Channel UK
Ally Owen Founder / Brixton Finishing School
Andrew McLean Head of Strategy and Planning / PHD London
Anuschka Clarke Managing Partner / the7stars
Becky Power Executive Creative Director / Mindshare UK
Beth Freedman CEO / Dentsu X
Bhavesh Patel Director of Media, UK & Europe / SKY
Brendan Dinen Head of Brand Marketing / ITV
Charles Reid Group Managing Partner / Carat Manchester LTD
Charlie Ebdy Chief Strategy Officer / OMD UK
Chris Gough Head of Marketing Communications / Three UK
Dan Plant Chief Strategy Officer / Starcom
Dan Whitmarsh Global Chief Strategy Officer / M/SIX
Darran Snatchfold Head of Media / Entain UK
Emma Slater Managing Director / Wavemaker UK
Jules Chalkley Chief Executive Creative Director / Ogilvy UK
Ketan Lad Head of Creative Media / Goodstuff
Lauren Ogundeko Chief Digital Officer & Co-Founder / Bicycle London
Mark Smith Sales Director / Clear Channel UK
Natasha Murray Chief Client Officer / UM London
Rhidian Taylor Marketing Communications Lead for Electric Vehicles / Volkswagen Group
Richard Kirk CSO / Zenith UK
Richard Miles CEO & Founder / Diversity Standards Collective
Rob Edwards Head of Media & Digital / Arla Foods
Tamara Cross Executive Director, Head of Creativity and Innovation / Manning Gottlieb OMD
VIEW MORE JUDGES
Aimee McKay UK Client Partnership Director & Europe Lead / Clear Channel UK
Welcome to the Outdoor Media Awards 2022 winners guide. Now in their 16th year, the Outdoor Media Awards, in partnership with Campaign, continue to represent the very best in Out of Home (OOH). And this year we were delighted to be back celebrating in real life. Last year was a big turning point for the industry. We learned a lot about its resilience, and we can look back on 2021 as the great come back and a period of renaissance for our wonderful medium as we headed back into the real world. It’s fair to say OOH is in rude health. When a lot of attention is being given to the digital world, it’s important to remember the value of being in the real world. We feel lucky to work in a medium that delivers something so powerful, public and is naturally inclusive, reaching audiences across all four corners of the UK. OOH is not only a Platform for Brands, but also a Platform for Good. What other media channel
And it was a big year for special build installations – the cherry on the cake to drive talkability and social amplification. So, a huge thank you from us to all those that have put their heart and soul into crafting one of this year’s submissions. We’re delighted to see the standard of work continue to be of the highest quality as you will see from this winners guide, and we hope it leaves you feeling inspired about OOH’s possibilities. Until next year...
gives 50% of its revenue back to local communities? We are seeing the acceleration of the rollout of green infrastructure with a positive impact on the planet, as well as the industry continuing to give a voice to underrepresented groups in the UK. This year’s awards had a whopping 150 entries submitted by advertisers, media, and outdoor agencies, as well as council, charity, and landlord partners - all vying for one of the coveted awards. It is fair to say our stellar line up of 29 industry leaders had their work cut out in selecting this year’s 34 winners from an incredible wealth of entries across the Planning, Effectiveness, Creative, Platform for Good, and Talent categories. Alongside smart planning and the clever use of data, the creativity that OOH affords brands really shone through in this year’s entries. We are seeing more representation that reflects the make-up of society, as well as impressive copywriting.
Mark Smith UK Sales Director / Clear Channel UK
Tom Curtis Executive Creative Director / MediaCom
Trevor Robinson Founder / Quiet Storm
Gideon Spanier UK Editor-in-chief / Campaign / OMA Head Judge
Our awards are grouped into categories to reflect all that makes Out of Home so wonderful, from planning and creativity to being a platform for good, as well as celebrating new talent.
Visual Craft Award Tech Innovation Award Installation and Experience Award
Creative
Data and Intelligence Award Cross-Format Award Cross-Channel Award
PLANNING
Brand Building Award SME & Local Advertising Award New Approach Award
Effectiveness
National Social Impact Award Community Social Impact Award
a Platform for good
Rising Star Award
Talent
Grand Prix
Categories
VISUAL CRAFT
TECH INNOVATION
Installation and Experience
GOLD AWARD
This, now infamous, Chilli Dynamite campaign from Marmite was an OOH visual feast. Launching a new limited edition chilli flavour, Marmite ran a campaign across three OOH sites, designed to disrupt and engage audiences. These standout 3D special builds featured a jar of Marmite Dynamite showing an exploding bright yellow lid blown off and placed in a variety of funny ‘real world’ situations. These included, one lid crashed through a car window, another that had landed on a roof and another stuck in a tree! It captured the imagination of the public, the press, and even saw other brands getting involved in the conversation. Its brilliance was in its simplicity, and it definitely got people’s attention all around the world as it rapidly became the most talked about campaign on launch.
Marmite Dynamite – Unilever Kinetic / Mindshare / adam&eveDDB
BRONZE AWARD
SHORTLISTED
SILVER AWARD
The campaign saw the creation of a wind and solar powered living billboard, covered entirely in different types of moss, a plant with incredible air cleansing and oxygenating capabilities. The campaign was a huge success, achieving record levels of SUV consideration, with fantastic PR coverage and Volkswagen’s highest ever OOH Marketing ROI for this OOH campaign to date, according to Ebiquity.
Alongside a national awareness campaign, the BBC created a standout special build showing our impact on the planet. The billboard was hijacked and seemingly ripped halfway through, with the rip revealing a devastating image of a forest fire - made even scarier with a smoke machine and LED lighting. Due to its visually spectacular creative, the billboard stunt received a huge amount of attention, with PR around the campaign generating millions of views on BBC iplayer’s Twitter.
Simple, powerful, memorable and 100% true to the brand.”
“
Discover The Truth – Klarna Kinetic / Bountiful Cow / Motel Great British Bake Off – Channel 4 Talon Outdoor / OMD / Ann Squared / Infinity Outdoor Sky Broadband Ultrafast – Sky Rapport / MediaCom / Engine
A Perfect Planet – BBC Talon Outdoor / Havas Media UK / BBC Creative
ID.4 – Volkswagen Talon Outdoor / PHD / adam&eveDDB / 72 Point
This award celebrates best-in-class, eye-catching Out of Home poster designs, that are true to the brand and perfectly fit our medium.
To showcase the revolutionary Sky Glass, Sky built a campaign with not one or two innovative executions but eight across more than 400 locations nationwide. This was Sky’s biggest ever launch and the use of multiple technologies within the creative enabled Sky to push the boundaries of OOH at a scale never seen before. The campaign included the installation of five giant 2D glass cut-out banners, Hologuaze Mesh and 4k projections, allowing Sky to continue the pixel trail beyond the banner boundaries, thus creating an impressive visual spectacle for passers-by. In total the OOH campaign reached 86% of the UK, playing a huge role in Sky’s biggest ever launch. In a medium where innovation often means a one-off stunt, this campaign was arguably the first ever to truly deliver innovation at scale. The campaign was a huge success, delivering more awareness than ever previously achieved. Sky Glass achieved more than double the prompted awareness of their previous biggest launch results for Sky Mobile.
Sky Glass Launch – Sky Rapport / MediaCom / Sky Creative Agency / AKQA
Embracing the brand’s challenger spirit, Nissan created Europe’s first Bespoke 3D anamorphic experience on London’s Southbank. Simple yet powerful, the All-New Nissan Qashqai powers you through life’s beautiful storm. Presented within a 3D cube sculpture, the Qashqai stood strong as it faced the storm. In the next sequence, the Qashqai appeared to smash through the giant anamorphic cube, revealing the new and improved vehicle offering 360-degree views, with immersive audio and lighting to enhance the experience of the digital visuals.
Amex helped individual small shops on the high street recover from the pandemic by running a highly targeted and contextual OOH campaign. Using a combination of first-party client data and Route audience paired with a bespoke dynamic Digital OOH dashboard and QR codes, Shop Small messaging appeared outside small shops around the country. The highly engaging and hyper-local interactive content celebrated the small business that needed support the most.
Recognition that innovative tech requires an innovative media solution. Plenty of media firsts, delivered at scale across [the] UK… Love.”
Hendrick’s Gin Summer Escape – William Grant & Sons Ltd Posterscope / Dentsu X / Space / Clear Channel / JCDecaux Winning The Euros With Clever Substitutions – William Hill Kinetic / Wavemaker / DOOH.com / William Hill Studio
Shop Small – American Express Rapport / UM London / DentsuMB
All-New Nissan Qashqai Launch – Nissan Talon Outdoor / MG OMD / TBWA / NissanUnited / Pixel Artworks
This award celebrates creative executions in outdoor that stand out because of their innovative use of technology or data. The winning campaigns pushed the boundaries of what’s possible in outdoor and helped brands capture audience attention.
Marmite’s famous Chilli Dynamite campaign showcased OOH at its best. A campaign of such simple creative brilliance it reverberated across the world. Marmite were launching a chilli flavoured limited edition called Dynamite, with the challenge to deliver a dynamite launch that would disrupt and engage audiences. The eye-catching campaign was launched across three media sites and featured three billboards, each showing a jar of exploded Marmite Dynamite with the practical 3D lid blown off and placed in a variety of funny ‘real world’ situations. These included, one lid crashed through a car window, another that had landed on a roof and another stuck in a tree! The campaign received an explosive response from the public, press, and other brands. Marmite Chilli Dynamite was the most talked about campaign on launch and drove other brands to join and even carry on the conversation that Marmite had started.
To celebrate being back together in real life (IRL), Absolut marked the occasion with a touring billboard, offering consumers a chance to re-connect and unlock a free drink via a fun, interactive experience. The billboard was transformed into a gamified vodka bar. Passers-by and friendship groups were invited to pair up and play a big buzzer game together in front of the poster. A great way to lengthen brand engagement and the perfect place for an Insta snap or two.
Klarna created a multi-layered, national OOH campaign across a range of formats that was activated to tap into audiences at multiple touchpoints throughout their day, including large and small format Digital OOH in key cities, dominating the media space around Whitehall and installing the UK’s largest projection roadshow with 76 projections displayed across London, Cardiff, Edinburgh, Glasgow, Manchester and Liverpool.
Brilliant, simple, stunning, total Marmite (OOH) mic drop!
Hendrick’s Gin Summer Escape – William Grant & Sons Ltd Posterscope / Dentsu X / Space / Clear Channel / JCDecaux Subway Tiger Pig – Subway MediaCom Outdoor / Kinetic / MediaCom Edinburgh / Above & Beyond / DOOH.com
Discover The Truth – Klarna Kinetic / Bountiful Cow / Motel
Absolut: #TogetherIRL – Pernod Ricard Talon Outdoor / Havas Media UK / Ann Squared
This award shines a light on campaigns that are one-off, PR-worthy special installations or immersive real-world experiences.
Eye-catching and innovative creativity in Out of Home
Additional Credits
Case Study Download
Visual Craft
tech Innovation
INSTALLATION AND EXPERIENCE
Highly Commended
Lights On – McDonald’s Talon Outdoor / OMD / Leo Burnett
How TalkTalk Future Fibre Beat The Competition, Street By Street – TalkTalk Kinetic / mSix&Partners / The&Partnership Specsavers Live Appointment Feed – Specsavers Talon Outdoor / MG OMD / OMGDOOH
This award celebrates smart Out of Home planning, powered by data. The winning campaigns entered into this award clearly demonstrated how the use of audience-focused data, insights and tools were used to create an effective comms strategy for a brand, that made the campaign more successful because of it.
Kopparberg reconnected the brand with the next generation by re-telling real student’s first stories from alumni, sharing them in OOH, in the places they happened. After a difficult period for Kopparberg in 2021, with the threefold challenge of closed venues, cancelled events and 18-24s drinking less than previous generations, this campaign was designed to combine data-driven deployment, with real human insight, to launch a brand campaign celebrating the joy of firsts.
The North Face launched their new trail running shoe, the VECTIV, with an engaging campaign that got runners going that little bit further, with the clever use of Digital OOH. Partnering with Strava, the world’s leading community of runners and riders, the brand built a dynamic back-end that enabled real-time data from the app to update Digital OOH screens in London and Berlin with routes and run-times, encouraging participation and driving awareness of the shoe.
The North Face VECTIV x Strava – The North Face Talon Outdoor / PHD / OMGDOOH / Bigger
To Firsts That Last – Kopparberg Talon Outdoor / Goodstuff / Neverland
William Hill took live odds to OOH screens nationwide in a world-first campaign that used technology in new and innovative ways. By integrating William Hill’s API into the OOH format, fans were able to see their live chances on screens across the UK ahead of each Euro 2020 match, using the high impact format of OOH to generate excitement and brand awareness inline with the return of live football. Drawing upon the flexibility and capability of Digital OOH technology to respond to relevant moments in real time, this campaign was able to use a proprietary Willam Hill API to pull in different odds/bets (which is also used on their mobile app and website) relevant to specific games. This API is built on software that processes billions of requests every day with millisecond latency. The campaign received a brilliant response, creating a huge increase in brand awareness, as well as a rise in purchase intent and overall market share during the Euros.
Winning The Euros With Clever Substitutions – William Hill Kinetic / Wavemaker / DOOH.com / William Hill Studio
A great campaign, the strategy is on-point and I imagine there was plenty of complexity to overcome with the execution.”
Altogether Different – Channel 4 Talon Outdoor / OMD / 4Creative Kellogg’s Good Morning – Kellogg’s Posterscope / Carat / Leo Burnett Plant Based For Protein Lovers – Alpro Soya, Danone Kinetic / Wavemaker / VMLY&R / Purity / Mccann Worldgroup Summer Of Football – Tennent’s Talon Outdoor / Republic of Media To Firsts That Last – Kopparberg Talon Outdoor / Goodstuff / Neverland
This award celebrates campaigns that strategically used two or more outdoor formats to make the campaign more successful.
As part of Sky’s biggest ever launch, this boundary pushing Sky Glass OOH campaign featured eight innovative executions and the use of multiple technologies in its creative. Featuring across 400+ locations nationwide, this campaign reached 86% of the UK and was arguably the first ever to truly deliver innovation at scale. Hugely successful, it delivered more awareness than ever previously achieved.
After the national lockdown led to a rapid decline in users, Uber hit back and launched an eye-catching 10-week Outdoor campaign in order to claw back their loyal customer base. Mirroring the government’s roadmap and built on readiness and mobility tracking, the multi-format, multi-location strategy ensured Uber was the app of choice as people ventured out again, reigniting the nation’s love for Uber, and getting millions of people home safe again.
Rider Recovery – Uber MediaCom Outdoor / MediaCom / Mother
Sky Glass – Sky Rapport / MediaCom / Sky Creative Agency / AKQA
In a landscape crowded by everyone trying to “pinch a slice” of the market, Domino’s used OOH to drive mass awareness of its new group ordering app feature. The brand created unmissable, cut-through moments with D6s, banners, special builds and murals. They even broke out of the traditional billboards, making it appear as though yodels were coming out of an open window with 48s and banners seamlessly integrating with the buildings they were situated on - the perfect extra topping to bring their vision to life! “Domin-oh-hoo-hoo” was a campaign with national coverage and creativity at its core. Domino’s brought their yodelling message to life in a fun way that not only broke out of standard OOH norms, but also translated across multiple OOH formats and environments.
Group Ordering – Domino’s Talon Outdoor / Havas Media UK / VCCP
Love the use of media here - coming directly out of windows etc - whole city calling for a Domin-oooo-os.”
Subway Tiger Pig – Subway MediaCom Outdoor / Kinetic / MediaCom Edinburgh / Above & Beyond / DOOH.com Tesco Front Of Mind At Meal Times – Tesco Kinetic / MediaCom / BBH
The winners of this award strategically used Out of Home as a lead channel in complementing their other advertising activity. Crucially, this benefitted the brand and the campaign to help reach their desired audiences.
Camelot wanted players to understand that by playing The National Lottery they had personally contributed to the amazing feats playing out on the world stage. They devised a data-led, multimedia campaign, with Out of Home at its heart, to showcase The National Lottery’s connection to the Tokyo games and to celebrate the biggest moments as they happened.
As the pubs began to reopen, Guinness made sure that they would be every pub-goers “first pint”. Using a cross-channel approach, the brand made sure Guinness would appear everywhere you looked. Naming their strategy after the Guinness pouring technique, “Settle and Surge” the campaign consisted of personal and proximate media targeting, as well as national broadcast media, using the perfect blend of traditional and modern advertising.
#LooksLikeGuinness – Diageo Talon Outdoor / PHD / OMGDOOH / AMV BBDO
Tokyo Olympics – Camelot Posterscope / iProspect / adam&eveDDB
Maltesers, one of Britain’s most iconic brands was looking to rebuild relevance with its core female audience. ‘#TheMassiveOvershare’ was devised to raise awareness of maternal mental health, to help mums feel recognised, supported, and less alone. Critical to this was taking the issue public using various media platforms, with OOH the highly visible campaign lynchpin. Using OOH, Maltersers highlighted eye-opening survey statistics, and influencer and everyday mums’ ‘overshares’. A Waterloo station domination and select high-impact digital screens and projections in city centres nationwide cut through the self-absorbed autopilot of daily life, capturing people's attention. OOH delivered incredible results, seeing a large increase in campaign awareness and an uplift in agreement with “Maltesers is helping to remove stigmas around mental health”. The campaign achieved the highest WOM & Buzz scores since 2015 and the highest volume of social conversation in Maltesers history. Most importantly, the campaign drove action as women actively sought help through the Maltesers resource hub, showcasing the powerful impact of destigmatising a taboo topic by making it public through OOH media.
Maltesers #TheMassiveOvershare – Mars MediaCom Outdoor / MediaCom / AMV BBDO
Smart delivery of tapping into the audience at the right time, in the right place.”
Data and intelligence
cross-format
cross-channel
A big high-five for all of the planners and their craft
DATA AND INTELLIGENCE
CROSS- FORMAT
CROSS- CHANNEL
Golden Hours: Yorkshire Tea – Taylors of Harrogate Talon Outdoor / Goodstuff / Lucky Generals
This award celebrates campaigns that have best used the channel to build the strength of the brand through a committed, effective and regular use of outdoor advertising.
EE were looking to continue to reassert their leadership and provoke the doubters to re-evaluate. OOH allowed them to fortify key regional strongholds, delivering that much-needed cut-through. EE Competitor Strikes was a massive success in shifting key brand metric scores. A great example of regionally tailored work that's now a core part of EE’s network campaigns. OOH allows them to have the conversation in the places where it matters, adding credibility and relevance to make their message hit home.
Co-op put OOH under scrutiny, questioning its role in delivering national brand and sales campaigns. A new strategy was devised to deliver smarter, more agile activations to ensure OOH delivered its core objectives - drive brand uplift and footfall. Using dynamic delivery, this six month ‘always-on’ Digital OOH campaign cleverly combined brand messaging and ownership of key seasonal moments, with localised and bespoke sales products; resulting in improved brand metrics, increased OOH ROI and Co-op lead in sustainability credentials.
Local. Relevant. OOH. – The Co-operative Group Posterscope / Carat / Lucky Generals / Liveposter
Competitor Strikes – EE Posterscope / Essence / Saatchi & Saatchi
The oldest broadcaster in the world, BBC’s mission is to enrich people’s lives with programmes and services that inform, educate, and entertain. With the aim to position BBC as a “brand for me”, OOH was primed as the perfect platform to reach and engage with new and existing audiences to encourage positive perceptions of the BBC. BBC’s long-term OOH strategy has helped shift brand perception amongst the harder to reach, young, light TV viewers by building brand awareness effectively in a trusted environment, overlaying targeting capabilities, and delivering standout creative campaigns to drive fame and generate buzz. Time and time again, the brand has set the bar for its creative outdoor advertising, receiving praise across the industry for its best-in-class campaigns. From A Perfect Planet, that featured a series of billboards destroyed to reveal the human impact on the planet, to a branded ice cream van travelling the country promoting the huge range of content available on iPlayer, its 2021 strategy continued to increase brand perception by cleverly flexing its OOH campaign to suit the promotion.
This Is Our BBC – BBC Talon Outdoor / Havas Media UK / BBC Creative
Nice mix of LT branding approach/master brand, and specific shows… + BBC platform. Varied creative executions across format and environment [with] different executions.”
Crackd: The No-Egg Egg – Plant Heads CNS Media / Regital Mermaid Gin – Isle of White Distillery Talon Outdoor / Brazil Street Agency / Perfect Day
This award celebrates localised Out of Home campaigns with demonstrable positive results for Small to Medium Enterprises, shining a light on the brilliant advertising work coming from the backbone of the British economy.
In March 2022, The Vagina Museum, the world’s first museum of gynaecological anatomy, opened its doors at new premises in Bethnal Green, following a six-month hiatus. To announce its arrival and integrate into the local neighbourhood, the museum opened with a localised OOH campaign called ‘Neighbours’, with 16 eye-catching, statement-led posters that drew parallels between businesses and its offering, played on anatomical knowledge and shared the values of the museum itself. The posters garnered global attention with zero budget, made the museum synonymous with Bethnal Green and sold out online. The work ran on localised static and Digital OOH across the whole of March 2021.
Neighbours – Vagina Museum Jack Arts / London Lites / The Or London / Clear Channel
A campaign that punched well above its weight and achieved global fame and a sold-out museum for minimal budget.
Find Your Bet Mates – BetBull Talon Outdoor / IMA-Home / Forever Beta Programmatic Cross Category POS Campaign – Kikkoman iDOOH / Wavemaker North / NOAH / JCDecaux There’s No Such Thing As Free Chocolate – Tony’s Chocolonely Talon Outdoor / PHD UK / Union Wagner
The winners in this award used outdoor advertising either for the first time or returned after at least one year away. The brands have distinctly changed their strategy around using the medium, resulting in positive business effects.
Looking to prove the value that OOH added to the media mix, Co-op took a new approach that used smarter, more agile activations to ensure OOH delivered its core objectives of driving brand uplift and footfall into store. The result was a six-month always-on, 100% dynamic digital campaign, seamlessly interweaving brand messaging and ownership of key seasonal moments, with localised and bespoke sales products resulting in an increase in brand metrics, Co-op take the lead in sustainability credentials and increased OOH ROI.
To drive mass awareness of its new group ordering app feature, Domino’s used multiple OOH formats to bring to life their yodelling message, to stand out from the crowd. Featuring unmissable, cut-through moments with D6s, banners, special builds and murals, they even broke out of the traditional OOH. Using billboards and banners they seamlessly integrated with the buildings behind, and made the yodels appear as if they were coming out of windows.
Using Out of Home as their lead medium, they re-established Shelter as an influential force in the fight for social justice by bringing their message to the streets and communities where the housing emergency manifests itself. A far-cry from previous response-oriented communications, the campaign built mass awareness and support for Shelter’s vision of a future in which everyone has a safe and secure place to call home. Visibility on the streets is a core tenet of successful social justice movements, and something Shelter were eager to emulate using Out of Home. This was a message that needed to be seen by all, rooted in the communities where the housing emergency is happening, publicly declaring a state of emergency. A national campaign with Clear Channel provided the bedrock, delivering scale, coverage, and stature through a raft of formats across roadside environments.
Fight For Home – Shelter Talon Outdoor / Yonder Media / Who Wot Why
Choice of format as creative as the message - with every execution designed to provoke. Reminiscent of some great past movement-based campaigns.”
Yuup team wanted extra cut-through onto the streets of Bristol, so outdoor was a natural fit as England’s Covid restrictions were relaxed in June 2021. As people craved social interaction and the opportunity to ‘do something’, OOH was the perfect medium to drive brand awareness across the city. People were keen to go outside again and reconnect, and rediscover what they had missed. Connecting people with a shared local experience in their home city after a long time apart was a great, timely proposition.
Experience Bristol With yuup.co – Yuup Out of Hand
Brand Building
SME & Local Advertising
New Approach
EFFECTIVENESS
Celebrating the effective campaigns of big, small and new advertisers
SME & LOCAL ADVERTISING
NEW APPROACH
What strikes me most about the BBC’s work is their ability to keep delivering incredibly creative solutions, again and again.”
Maltesers #TheMassiveOvershare – Mars MediaCom Outdoor / MediaCom / AMV BBDO MeeToo ‘Express Yourself’ Art For Youth Mental Health – MeeToo Education Clear Channel Tesco COP26 – Tesco Kinetic / MediaCom / DOOH.com / BBH
The winners of this award use Out of Home media to deliver projects at scale to drive positive change for the environment within, and for, multiple communities in the UK at a national level.
As champions of ‘Accessibility for All’ Microsoft wanted to communicate the importance of accessibility in driving innovation. Digital OOH was the perfect medium to champion accessibility and bring BSL to millions. Each Digital OOH screen showed 10-second films featuring a BSL interpreter signing the words next to them. The visibility of this media-first campaign opened new audiences to BSL, sparked conversation and educated far-and-wide through online engagement.
Quadrature Climate Foundation (QCF) realised COP26 was a unique opportunity to have world leaders, scientists, lobbyists, activists, and decision-makers all in one place. To ensure they could protect COP26 from adversarial “bad actors”, they invested in OOH to block out the oil industry and greenwashers surrounding the event. Completely dominating Glasgow to reach Delegates at their every turn, the OOH campaign aimed to put pressure on them to make the right decision at the summit and ultimately save mankind!
The World Is Looking At You – QCF Open Outdoor / Media Bounty / Iris
British Sign Language Campaign – Microsoft Posterscope / Carat / MRM / Signly / JCDecaux
‘Crime Not Compliment’ is a campaign that shone a light on the issue and national social impact of public sexual harassment. By combining the energy of youth activists with the knowledge and expertise of Plan International UK, the campaign brought to life real stories of young people facing harassment, with the aim of creating long-term change. The campaign ran nationwide across multiple OOH formats, supported by an integrated multi-media campaign. Featuring striking visuals and real-life testimonials, it highlighted the everyday experiences of girls, young women, and people of marginalised genders. The creative encouraged the public from across many different regions throughout the UK to add their name to the campaign and email their MPs demanding change for public street harassment. The results demonstrated huge engagement figures and increases in related searches of ‘Crime Not Compliment’, as well as driving sign-ups to the petition to the government to make Public Sexual Harassment a criminal offence. This courageous campaign’s impact will continue to positively affect the lives and public safety of thousands of women and girls in the UK.
Crime Not Compliment – Plan International UK Grand Visual / Our Streets Now / Clear Channel
Excellent social message that is incredibly relevant and important… Great integration with public policy and relevant messaging. Impressive stats across the board.”
#Ihadmyjab – Tower Hamlets Council Tower Hamlets Council Thank You For – Brighton & Hove City Council Clear Channel / JIMPIX
This award was open to both organisations and individuals working in or using Out of Home to deliver projects at scale that have driven positive change for the environment and/or communities in the UK on a local level. This is specifically about standalone projects or campaigns that have impacted one community.
Holistically, culturally and strategically, the Artist-In-Residence campaign is a perfect case study of how two organisations can create impact for good both at a local community level, and at scale. Over 12 months, through 5 bursts, Pocc and Clear Channel amplified the work of 48 underrepresented Black, Brown and ethnically diverse artists to raise awareness on a range of social justice topics from mental health to gender equality and Black peace. The campaign was shared by the artists and their extended communities on social media.
A targeted cross-channel campaign, with a heavy focus on outdoor media to promote the city’s high streets, encourage visits, increase spend and support employment opportunities. Out of Home helped this campaign to achieve its goals by not only attracting visitors back to their high streets and driving visits, but it also highlighted the council’s commitment to supporting local residents and businesses, cementing relationships between them.
Home Is On Your High Street – Salford City Council Buy Me Media / Whistle Jacket
Artist In Residence – Pocc Clear Channel
Tackling the challenge of electrical waste in the UK is no small task. Using outstanding creative and a smart media strategy incorporating behaviour change methodology and clever planning, Think Global were able to deliver an outstanding OOH campaign that demonstrably influenced recycling behaviour. In Sheffield and Leeds, 6 sheets covered the city centres. This physical presence ensured the campaign felt local, visible and engrained in the fabric of the city, not only building 90% regional cover but also creating a sense of local ownership that generated social proof. In Leeds and Sheffield you couldn't miss Hypnocat, helping ensure that recycling electricals felt like the herd norm. Alongside the reach driving OOH, specific sites in proximity to local recycling centres or high street stores where electricals could be recycled ran bespoke copy, detailing exactly where our audience could take action, further removing any barriers to recycling.
Think Global, Recycle Local – Recycle Your Electricals december19 / Truant London / Material Focus
Using OOH at its best – local activation, great results and the message clear and action clear… An activation that had clear community impact.”
National Social Impact
Community Social Impact
A PLATFORM FOR GOOD
Rewarding those using Out of Home to make our world a better place to live
COMMUNITY SOCIAL IMPACT
NATIONAL SOCIAL IMPACT
We’re shining a light on the talent that is coming through that will help to create the brilliant award-winning work of the future.
The core of the media and advertising industries
Benjamin Rowland Evolve OOH Jack Finch Talon Outdoor
Rising Star
Outstanding Contribution to Outdoor
A huge body of great work and some fantastic testimonials. A very impressive entry which demonstrates Ashleigh’s commitment, work ethic, creativity and ability to inspire others.”
Ashleigh joined MediaCom as a planner in the middle of a national lockdown. Despite this, Ashleigh’s appetite and drive to succeed meant that she was promoted to Manager in under two years. Ashleigh knows when OOH has the potential to be added to the channel mix and can showcase rationale of it being used to make other channels work harder and produce better results. Making OOH work harder and better, she continuously demonstrates how it operates in a world in which classic is reducing, and there is an imperative to keep it relevant in this new digital world. She doesn’t just deliver OOH; she delivers OOH Plus. Ashleigh occupies a unique position at MediaCom, she is an expert in OOH, but also works cross-channel, delivering MediaCom’s vision of “seeing the bigger picture”. Her expertise is focused in the rapid and everchanging world of Entertainment and FMCG.
Ashleigh Tucker MediaCom
WINNER
talent
The future leaders of the media and advertising industries
RISING STAR
BBC have been a long-standing user of OOH, using it to shift brand perception amongst the harder to reach, young, light TV viewers in a trusted environment. Continuing with their mission to enrich people’s lives with programmes and services that inform, educate, and entertain, they adopted a 2021 strategy to position themselves as a “brand for me”; with OOH as the lead channel to reach and engage with new and existing audiences. Using a combination of impressive creative solutions, data-led activity, and dynamic Digital OOH, they maintained consistent visibility throughout the year using national OOH to address the challenges of brand perception and penetration. Alongside iPlayer and master brand campaigns, they delivered standout multi-format OOH campaigns for some of the biggest shows and events of the year such as Line of Duty's final season, BBC Sounds, A Perfect Planet, the Olympics, and the long-awaited Euros 2020. Known for their outstanding creative executions, they continued to set the bar, receiving praise from across the industry. BBC continue to push the boundaries of OOH, with it playing a huge role in helping to build the brand and deliver desired business outcomes of challenging brand perceptions and increasing brand penetration.
This entry delivers across all the measures.”
Exceptional execution and consistent creativity… Worth kudos when it’s been a challenging year… the BEEB have smashed their 100th year.”
This is the best-of-the-best from our category winners
Judge’s Comments
Three trends I’ve noticed going through this year’s entries are; OOH’s ability to help build brands; smart media planning; and the importance of local.”
Chair of judges, Gideon Spanier UK Editor-in-chief /Campaign
Beth, Freedman on ‘This Is Our BBC’ CEO / Dentsu X
Really nice use of OOH as a lead channel to deliver personal topics in a personal way.”
Anuschka Clarke on Maltesers #TheMassiveOvershare Managing Partner / the7stars
Recognition that innovative tech requires an innovative media solution. Plenty of media firsts, delivered at scale across UK.”
Charles Reid on Sky Glass Launch Group Managing Partner / Carat Manchester Ltd
We would like to extend our congratulations to all the winners, the bronzes, silvers, and golds and shortlisted entries for this year’s Outdoor Media Awards. Our judges were hugely impressed by both the volume and the standard of the submissions they received, and we would like to thank everyone who entered.
If you would like to find out more information about the awards or have any questions, search ‘Clear Channel Outdoor Media Awards’, or contact the team at: outdoormediaawards@clearchannel.co.uk
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CONGRATS TO ALL OUR WINNERS
ID.4 – Volkswagen Rhidian Taylor – Volkswagen Ben Gardiner – Talon Outdoor Kaylie Forrest – Talon Outdoor Lauren Hertzenberg – PHD Lous Lunts – Adam&EveDDB Steven Halliday – Adam&EveDDB Robert Etheridge – 72 Point A Perfect Planet – BBC Emma Lang – Talon Outdoor Nicci Loudon – Talon Outdoor Marmite Dynamite – Unilever Rosie Straker – Kinetic
Visual Craft Award
All-New Nissan Qashqai Launch – Nissan Jay Young – Talon Outdoor Bobby Rose – TBWA Phil Nunn – NissanUnited John Sunter – Pixel Artworks Lizzy Gray– Pixel Artworks Natalie Harvey– Pixel Artworks Shop Small – American Express Tanya Bouyounes – Rapport William Lloyd – Rapport Ashley Edwards – UM London Dani Luhrs – UM London Lucy Norton – UM London Simon Taylor – UM London Sky Glass Launch – Sky James Brunton – Rapport Michael Cobb – Rapport George Boulton – MediaCom Kamala Johal – MediaCom Sophie Brideson – MediaCom Grace Evangelos – Sky Sarah Banham – Sky Sunny Bhurji – Sky
Tech Innovation Award
Absolut: #TogetherIRL – Pernod Ricard Caroline Watt – Pernod Ricard Ben Gardiner – Talon Outdoor Jay Young – Talon Outdoor Amy Brooker – Ann Squared Caroline Osbourne – Ann Squared Discover The Truth – Klarna AJ Coyne – Klarna Mark Godfrey – Klarna Hannah Russell – Kinetic Sam O'Connell – Kinetic Ellie Roberts – Bountiful Cow Mimi Okorie – Bountiful Cow Lee Tan – Motel Neda Shadanlou – Motel Marmite Dynamite – Unilever Rosie Straker – Kinetic
Installation and Experience Award
To Firsts That Last – Kopparberg Amy Cooper – Goodstuff The North Face VECTIV x Strava – The North Face Mark Chappie – PHD Nathan Bennett – OMGDOOH Winning The Euros With Clever Substitutions – William Hill Liam Mckee – William Hill Matt Holmes – William Hill Nicola Johns – William Hill Emily Smith – Kinetic Isobel Mooney – Wavemaker Laurel Kaye – Wavemaker DOOH.com Team – DOOH.com
data and intelligence Award
Sky Glass – Sky Grace Evangelos – Sky Sarah Banham – Sky Sunny Bhurji – Sky James Brunton – Rapport Michael Cobb – Rapport Kamala Johal – MediaCom George Boulton – MediaCom Sophie Brideson – MediaCom Rider Recovery – Uber Nate Barker – MediaCom Outdoor Stewart Kelly – MediaCom Tara Harris – MediaCom Group Ordering – Domino’s Ben Gardiner – Talon Outdoor Lauren Smith – Talon Outdoor Nicci Loudon – Talon Outdoor Lauren Elliott – Havas Media Tabitha Parkes – Havas Media
cross-format Award
Tokyo Olympics – Camelot Leia Reuter – Posterscope Hayley May – iprospect Jessica Roper – iprospect #LooksLikeGuinness – Diageo Jennifer Gabarelli – Talon Outdoor Chris Langley – PHD Nathan Bennett – OMGDOOH Alexandra Sandford-Smith – AMV BBDO Maltesers #TheMassiveOvershare – Mars Cecilia Adjei-Sarpong – MediaCom Katy Harkness – MediaCom Nicola Rust – MediaCom Paige Eaton – MediaCom Richard Mashiter – MediaCom Chloe Hogan – AMV BBDO
cross-channel Award
Competitor Strikes – EE John Vincent – EE Oliver Phelan-Whelan – EE Dan Bayford – Posterscope Scott Green – Posterscope Tom Murrihy – Posterscope Grace Murphy – Essence Sophie Degraft-Johnson – Saatchi & Saatchi Local. Relevant. OOH. – The Co-operative Group Alexandra Harverson – Posterscope Claire Willbourn – Posterscope Alex Coady – Carat Jess Batiste – Carat Jordan Beckley – Carat Simon Mayfield – Carat Oliver Parker – Liveposter This Is Our BBC – BBC Chris Mawdsley – BBC Jamie Finn – Talon Outdoor Jay Young – Talon Outdoor Nicci Loudon – Talon Outdoor Steve Winstanley – Havas Media
brand fame Award
Experience Bristol With yuup.co – Yuup Dominic Mills – Yuup Mattaea Ball – Out of Hand Mike Lisowski – Out of Hand Nigel Muntz – Out of Hand Neighbours – Vagina Museum Amy Fasey – TheOr London Jacob Hellstrom – TheOr London Nathalie Gordon – TheOr London Mirjami Qin
British Sign Language Campaign – Microsoft Victoria Oakes – Microsoft Alexandra Harverson – Posterscope Sam Francis – Posterscope Charuwan Vichit – Carat Mark Applin – Signly Tim Scannell – Signly Chris Dooley – JCDecaux The World Is Looking At You – QCF Tom Ransome – Open Outdoor Jake Dubbins – Media Bounty Polly Roberts – Media Bounty Taylan Siseci – Media Bounty Amy Bryson – Iris Rhea Manuel – Iris Crime Not Compliment – Plan International UK Alex Martel – Plan International UK Georgina Laming – Plan International UK Rubie Harrington – Plan International UK Sabrina Maestri – Plan International UK Jess Leigh – Our Streets Now / Plan UK Youth Advisory Panel Maya Tutton – Our Streets Now Sravya Attaluri – Our Streets Now
national social impact Award
Artist In Residence – Pocc Aisha Badmus – Pocc Ami Vadi – Pocc Jordie Wildin – Pocc Kevin Morosky – Pocc Nana Bempah – Pocc Natasher Beecher – Pocc Home Is On Your High Street – Salford City Council Amanda Maxwell – Salford City Council Dan Stribling – Salford City Council Peggy Manning – Salford City Council Peter Shorrocks – Salford City Council Mike Cleary – Buy Me Media Kayleigh Dibbens – Whistle Jacket Richard Morris – Whistle Jacket Sid Gurung – Whistle Jacket Think Global, Recycle Local – Recycle Your Electricals Jake Galea – december19 Don Larotonda – Truant London Lynsey Pulsford – Truant London
community social impact Award
CREATIVE
Local. Relevant. OOH. – The Co-operative Group Alexandra Harverson – Posterscope Claire Willbourn – Posterscope Alex Coady – Carat Jess Batiste – Carat Jordan Beckley – Carat Simon Mayfield – Carat Oliver Parker – Liveposter Group Ordering – Domino’s Ben Gardiner – Talon Outdoor Lauren Smith – Talon Outdoor Nicci Loudon – Talon Outdoor Lauren Elliott – Havas Media Tabitha Parkes – Havas Media Fight For Home – Shelter James Bradbury – Talon Outdoor Martin Pittendreigh – Talon Outdoor Ed Cox – Yonder Media Jamie Kenyon – Yonder Media
new approach Award
