WINNERS 2021
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#OMA2021
HOME
INTRODUCTION
CATEGORIES
AWARDS - CREATIVE
AWARDS - PLANNING
AWARDS - EFFECTIVENESS
AWARDS - A PLATFORM FOR GOOD
AWARDS - TALENT
AWARDS - GRAND PRIX
ADDITIONAL CREDITS
CONGRATULATIONS
The Winners
Introduction
INTRODUCING THE 2021 WINNERS
THE 2021 Judges
Amiee McKay Client Partnership Director / Clear Channel UK
Ali Reed Managing Director UK / Essence Global Ltd
Dino Myers-Lamptey Founder / The Barber Shop
Emma Withington Head of Planning / Manning Gottlieb OMD
Enyi Nwosu Chief Strategy Officer / Universal McCann
Euan Hudghton Chief Brand & Experience Officer / PHD
Fleur Stoppani Chief Client Officer / Mindshare
Gen Kobayashi Chief Strategy Officer / Engine UK
Gideon Spanier UK Editor-in-chief / Campaign
Jonathan Bunkall Head of Media / Huawei
Julia Sparrow Consumer Experience Lead / Mondelez International
Kate Rowlinson Chief Executive Officer / MediaCom London
Kevin Morosky Co-Founder / POCC
Lee Ramsay Planning Partner / McCann London
Liam Mullins Managing Partner / The7stars
Marcos Angelides Chief Strategy and Innovation Officer / Spark Foundry
Mark Smith UK Sales Director / Clear Channel UK
Matt Willifer Chief Strategy Officer / Carat UK
Nana Bempah Co-Founder / POCC
Paddy Affleck Chief Executive Officer / Havas Media Group UK & Ireland
Rachel McDonald Ex-Managing Director / Dentsu International
Richard Friar Managing Director / Starcom UK
Rory Behrman Principal / Amazon
Sannah Rogers Managing Director / Zenith UK
Sarah Jenkins Managing Director / Saatchi & Saatchi London
Verra Budimlija Chief Strategy Officer / Wavemaker UK
Vicky Fox Chief Planning Officer / OMD UK
VIEW MORE JUDGES
Aimee McKay Client Partnership Director / Clear Channel
Welcome to the Outdoor Media Awards 2021 winners’ guide. Now in their 15th year, the awards, run by Clear Channel UK in partnership with Campaign magazine, are a stalwart in the media awards calendar. The Outdoor Media Awards reward excellence in Out of Home (OOH) advertising. We know it’s been said, but: what a year! It’s safe to say 2020 and the start of 2021, has been tough at times; upending schedules, work, and the way we live our lives. But the pandemic has also driven creativity massively and got brands to think hard about how they communicate to their consumers. In the past 12 months we’ve seen some of the best ever media planning and creative work in OOH, and it’s important to recognise and celebrate the incredible effort that’s gone into producing it. Despite all of the challenges thrown at the OOH sector in 2020, we’re delighted that this year’s awards are bigger than ever. This year we received almost 200 entries vying for one of our
As a result, in 2020 and beyond, OOH as a Platform for Brands and a Platform for Good has never seemed more pertinent. With restrictions lifting across the UK and life returning to some semblance of normality, it’s been amazing to see the OOH industry enjoying a glorious Renaissance. And with that we wish congratulations to all our Outdoor Media Awards 2021 winners. We look forward to seeing you in the “great outdoors” very soon! Mark & Aimee
coveted gongs, which have been submitted by advertisers, agencies, outdoor specialists and our local authority partners. We also welcomed our largest judging panel ever, with over 28 esteemed leaders reviewing the submissions, representing some of the largest advertisers, media agencies, and creative shops in the business. We always look to develop the awards, tailoring it to best showcase the amazing work our industry produces. After introducing the Rising Star Award a few years ago, we felt it was time to introduce another talent category, one that awards an individual who has made an Outstanding Contribution to Outdoor over the longer term, voted for by all of you! We feel this is an important expansion in rewarding the people who make our industry and the work it produces so brilliant. Looking through the Outdoor Media Awards 2021 winners, you’ll be reminded just why OOH is such a fantastic medium. Many entries are a timely reminder of how our very public channel can be used to deliver important and impactful campaigns, that truly make a difference to communities, charities, and good causes.
Mark Smith UK Sales Director / Clear Channel
Zaid Al-Qassab Chief Marketing Officer / Channel 4
Categories
Our awards are grouped into categories to reflect the different disciplines within the Out of Home media industry, as well as celebrating our people, and those using the medium as a force for good. As 2020 was a year that was dominated by the pandemic, we purposefully chose not to include any COVID19 specific awards.
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 Award Community Social Impact Award
a Platform for good
Rising Star Award
Talent
Grand Prix
OUTSTANDING CONTRIBUTION TO OUTDOOR Award
CREATIVE
VISUAL CRAFT
TECH INNOVATION
Installation and Experience
GOLD AWARD
With this campaign, B&Q was on a mission to reclaim its iconic position atop culture and in hearts and minds, by celebrating the power of DIY to improve lives. With this authentic and impactful OOH campaign, B&Q recognised a powerful truth: that home improvement isn’t simply about ‘fixing’ - it’s actually about ‘creating’. Improving things at home also improves our lives. ‘Build a Life’ reflects life moments and how home improvement can shape them. Multiple distinctive creative executions, cleverly planned with contextual OOH locations, helped bring the campaign to life. The poster design was unmistakeably B&Q, but with a fresh, modern feel. The art direction married together imagery of everyday DIY products with powerful statements inspired by life at home. The classic campaign received an incredible response, driving huge uplifts in brand awareness and consideration, as well as receiving high praise in industry press for its creativity and originality.
Build a Life – B&Q Kinetic / Wavemaker / Uncommon
BRONZE AWARD
SHORTLISTED
SILVER AWARD
‘Finger Lickin’ Good’ is one of the world’s most memorable taglines. But in Covid-hit 2020, for KFC it was also perhaps the world’s most inappropriate one. Rather than hide from this unfortunate fact, KFC faced it head-on with typical wry humour, running their distinctive red & white creatives with its famous slogan cleverly pixelated out. With Out of Home as the lead channel this campaign ensured national reach and provided a very public and premium posting for such a powerful announcement.
With The Vagina Museum’s future under threat during the COVID, the museum partnered with 63 global artists who created original art based on the vagina, to be sold in a silent auction. Working with Pablo London, the museum shared the artworks across OOH, turning the streets of London into a ‘vagtastic’ gallery. Not only did the campaign raise lots of money, artworks went viral across social media and received worldwide press attention.
The art of the poster really matters, and the B&Q made perfect use of the medium. There’s an integrity to great poster design.”
“
Great Wine in a Can – HUN Wine Talon Outdoor / Manning Gottlieb OMD / TBWA\LONDON No Fluff – Mango Bikes Evolve OOH / JKO Collective / Mellor&Smith Now That’s an M...F... Campaign – Meatless Farm Meatless Farm
Open Soon – Vagina Museum Pablo London / JackArts / DayLite LED
Finger Lickin’ Good – KFC Kinetic / Mindshare / Mother
This award celebrates best-in-class, eye-catching Out of Home poster design, that’s true to the brand and perfectly fits the medium.
Tech Innovation
During the pandemic, when communal experiences were challenging, LEGO sought to give people the chance to play LEGO without touching any bricks. The campaign used the latest advancements in touchless screen technology to create an immersive outdoor play experience for LEGO at London’s Westfield Stratford shopping centre. LEGO partnered with Ultraleap to create the world’s first mid-air haptic technology, using ultrasound pressurized air to create sensations on the human hand, with no physical contact. Using this technology, families were able to move, rotate and build virtual LEGO bricks using intuitive hand gestures, and their creations were displayed on a giant digital Out of Home screen in real life. The activation then further drove people to the ‘Rebuild The World’ portal on LEGO’s website and was also amplified across social channels.
LEGO ‘Rebuild The World’: Mid-Air Haptics – LEGO Group Rapport / Initiative
Boursin is well known during Christmas time so how could this beloved cheese make a bang in the baskets of Britain during the rest of the year? The campaign utilised Out of Home to tap into those special summer moments when Britons were about to hit the parks. Using dynamic OOH and a new-to-market, real-time creative reporting dashboard ensured the creative was perfectly optimised.
Nespresso wanted to employ creativity, data and technology to optimise footfall in-store throughout the day and increase sales of their products. Using digital Out of Home within Westfield shopping centre, the campaign made innovative use of dynamic creative, comprising a targeted Vertuo product offer, time and location-based messaging, plus uniquely, live queue-times - all automated and triggered by real-time footfall data.
LEGO’s campaign used a clever piece of technology with purpose which really fitted with what the brand tried to achieve.”
Digital Roadblock – Vodafone Posterscope / Carat / Ogilvy Drive Further for Less – ASDA Posterscope / Spark Foundry MyHeroes: International Campaign to Celebrate Key Workers Kinetic / DOOH.com
Nespresso Storeboost: Nespresso Vertuo – Nespresso The Cloud and Compass
We summer, Oui Boursin – Boursin / Bel Group Spark Foundry / Tracy Locke
This award celebrates creative executions in outdoor that stand out because of their innovative use of technology or data. The winning campaigns used tech or data in new and interesting ways to push the boundaries of what’s possible in outdoor, and helped brands capture the mood of the moment.
Sarah Jenkins Managing DIrector / Saatchi & Saatchi London
INSTALLATION AND EXPERIENCE
In January 2020, BT Sport won the rights to broadcast World Wrestling Entertainment (WWE) in the UK - after 30 years on Sky. The objective then was to convince 1 million wrestling fans to put their loyalty to Sky to one side and make the move too. Working with the idea of Moving Day, this campaign took the traditional idea of Out of Home and subverted it. Using iconic vehicles and real-life wrestlers as their media, the campaign literally moved the world’s biggest sports entertainment brand across London; from Sky in the West, to BT Sport in the East. The campaign hijacked an open-top Routemaster and packed it with wrestlers, as well as the Undertaker’s hearse, and followed a Moving Day bus route, embarking on a PR tour around iconic London locations, media outlets, and major transport hubs. The unique execution not only broke 30-year habits by convincing Sky subscribers to switch to BT Sport, but it also saw increased WWE TV audiences, smashed sales targets, and received great exposure across press and social media.
WWE Moving Day – WWE BT Sports / Wunderman Thompson UK / Essence
With Amazon Prime Video premiering Star Trek: Picard in January 2020, this campaign went boldly where no brand had gone before. Running with the pun PICARDilly, this installation renamed and took over Piccadilly Circus station for 48 hours. As well as the name, the campaign also had all station nameplates, signage, and maps, amended to contain Picard’s name. This out-of-this-world campaign was an incredible success, garnering wide-spread media and press coverage.
In November 2020, PlayStation celebrated the release of the new PS5 with an iconic Oxford Circus stunt, taking over the world-renowned London Underground symbols and pairing them with PlayStation’s own brand iconography. The installation created a huge buzz through news coverage and press, as well as going viral on social; ultimately contributing to PlayStation’s goal of making the PS5 launch global-reaching and letting UK gamers know how critical they are.
WWE had an incredibly strong concept, a really smart strategy and a real joy to the OOH opportunity and execution.”
EA FIFA21: Arts United – FIFA21 Electronic Arts / Kinetic / m/SIX / Mural Republic NIVEA MEN Liverpool FC Celebration – NIVEA Men Beiersdorf / Posterscope / Carat / Superior / Cheil UK / Mural Republic Ottolenghi Flavour Launch – Penguin Random House Kinetic / the7stars / Elliot Thomas
PlayStation 5 Launch: TfL Takeover – PlayStation TfL / MediaCom / Red Consultancy / Studio Diva
PICARDilly, Amazon Prime Video – Star Trek: Picard – Amazon Initiative
This award shines a light on campaigns that are one-off, PR-worthy special installations or immersive real-world experiences.
The core of the media and advertising industries
Additional Credits
Case Study Download
DATA AND INTELLIGENCE
Lifebuoy: Information Protection System – Unilever Kinetic / Mindshare / MullenLowe Spend and Save PCA Launch – TSB the7stars Targeting the Condition, Not the Season – GSK Piri The Trade Desk / Spark Foundry / Digitas
This award celebrates smart 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 effective comms strategy for a brand, that made the campaign more successful because of it.
Over one of the most unpredictable Christmas periods ever, Tesco’s data-led campaign to deliver ‘everything I need for the festive season this Christmas’ stole share from competitors and contributed to huge sales growth. Activating DOOH via three carefully orchestrated data strands, allowed Tesco to deploy relevant creatives to appeal to each of its five target groups, influence people near competitors, and adapt in near real time to ever-changing trends.
Crystal Ski holidays enticed customers to ‘Get more Winter’ in a media-first campaign, showing skiers exactly when it was snowing in Crystal Ski resorts. Displaying live snowfall data on DOOH, the activity ran across the UK, with copy showing snowfall levels, using geolocation to give the nearest airport to fly from with TUI. The multi-layered data activation saw a successful increase in brand awareness, and a big uplift in sales versus forecast.
Crystal Ski ‘Seasons’ – Crystal Ski TUI / MediaCom / iDOOH / Crystal Ski in-house team
Tesco Christmas – Tesco Kinetic / Mediacom / BBH
Typically, OOH for Specsavers has been bought via annual long-term holding. While efficient from a buying perspective, it doesn’t always deliver the tailored approach. For this campaign, Specsavers cleverly unlocked data from its store EPOS systems in order to push a feed of eye test availability across DOOH, telling customers if their nearest store could offer them a same-day check-up. The ambition was to use relevant data to inform the creative and to help personalise OOH media activation, as well as helping Specsavers overcome a key business challenge in reducing the volume of unused eye test slots in stores. Using innovative new technology to scrape appointment availability from stores, creatives cleverly advised customers; letting them know if a nearby store had immediate eye test availability, with the campaign especially targeting stores who see on average around a 30% ‘no show rate’. This focus on relevancy and customer experience, combined with behavioural nudges and smart execution, saw a huge eye test volume growth for Specsavers, with the strongest performance seen by stores where the DOOH panel was directly outside.
Live Appointment – Specsavers Talon Outdoor / Manning Gottlieb OMD / Specsavers / OMGDOOH
The winning campaign for Specsavers had exactly what a winner in this category needed; great data innovation with strong results.”
CROSS- FORMAT
Finger Lickin’ Good – KFC Kinetic / Mindshare / Mother Mask Breath – Wrigley’s Mars / MediaCom
This award celebrates campaigns that strategically used two or more outdoor formats to make the campaign more successful.
This important campaign sought to communicate that McDonalds, after initial steps on the return to recovery, were open for business. The creative was cleverly designed to emphasise ‘reopening’. Simple “We’re Open” and “Breakfast is Back” copy provided all the necessary call to action and re-assurance for customers and crew alike. The campaign successfully targeted audiences using relevant and recent data, across both digital and classic OOH in proximity to McDonald’s restaurants.
With this authentic and impactful OOH campaign, B&Q recognised a powerful truth: that home-improvement isn’t simply about ‘fixing’ - it’s about ‘creating’. ‘Build a Life’ reflects life moments and how home improvement can shape them. Multiple distinctive creative executions, cleverly planned with contextual OOH locations, helped bring the campaign to life. The poster design was unmistakeably B&Q, but with a fresh, modern feel, marrying together imagery of everyday DIY products with powerful statements inspired by life at home.
McDonald’s Reassurance – McDonald’s Talon Outdoor / OMD UK / Leo Burnett
This media-first challenged tech convention, merging real-time traffic data with digital and classic OOH to ‘Turn London Red’. With the launch of the new iPhone 12 – the first 5G iPhone - all telecom brands were seeking to creative a point of difference to ensure they were the network of choice for Apple fans. With London having the country’s most developed 5G infrastructure and accounting for 54% of all new iPhone handset sales, to reinforce Vodafone’s position, the brand needed a knock-out–a tech activation to cement its status as London’s number one network for 5G superiority. Digital Roadblock was born; bringing together a global icon, data, and digital OOH. Vodafone wrapped five London Routemaster buses with an unmissable 5G message. As buses travelled through the city, using real-time TFL data, they triggered three-minute, full screen takeovers across a range of digital OOH formats to create the ultimate media multiplier effect. The campaign not only looked amazing, but delivered some amazing results, with Vodaphone seeing an increase in brand association and uplift in sales.
Digital Roadblock – Vodafone Posterscope / Carat / Ogilvy
The winning campaign by Vodafone had a clear role for OOH and was very innovative - synching two formats in real time. The results were excellent in the face of a tough challenge.”
CROSS- CHANNEL
COVID-19 Helps for Safer Shopping: NHS Hours – Tesco Tesco Stores / Kinetic / MediaCom / BBH Give it Some Gousto – Gousto Kinetic / the7stars / M&C Saatchi Targeting the Sufferer, Not the Season – GSK Piri Publicis / Platform GSK / Weber
The winners of this award strategically used Out of Home as a lead channel to complement other channel activity. Crucially, this benefitted the brand and campaign in helping them reach their desired audience.
‘Humans, recycle your Electricals’ commanded Hypnocat, the bright pink coloured cat with swirling, hypnotic eyes –and they did! Running across multiple channels, this campaign was recognisable as the master of behavioural change in Bristol and Edinburgh, as ‘Recycle your Electricals’ looked to raise awareness and get people to recycle. To successfully achieve the feeling of ‘collective change’ the campaign saw local radio give Hypnocat a voice, OOH sites deliver physical city-wide coverage, and social media weave Hypnocat into the local conversation.
Following ‘Eat Out to Help Out’, Coke wanted to encourage the UK to drink out to help out; by re-establishing Coke in the minds of the nation, one local business at a time. Coke’s cross-channel campaign delivered local reach at national scale; supporting over 500 businesses opening their doors after lockdown with classic OOH creatives, as well as contextually relevant DOOH in local areas, encouraging the nation to “love your local like never before”.
Coca-Cola Open Like Never Before – The Coca-Cola Company MediaCom / MediaCom Outdoor / Kinetic / Epoch
Recycle Your Electricals – Material Focus December 19 / JCDecaux / Global / Truant London
Ancestry spark curiosity for people to delve into their family history, and with a resurgence of ‘Blitz spirit’, caused by the pandemic, in September 2020, there was the perfect opportunity to champion the 80th anniversary of this historic event. Out of the chaos of 2020 there had emerged a greater sense of community wrapped in collective experience. So, to tap into this community renaissance, and help people feel ‘closer’ to the events of 1940, Ancestry focused its campaign with “local” at the centre. Using Ancestry’s unrivalled access to WWII records, the OOH campaign amplified regional stories that were deeply rooted in communities, with creatives designed by eighty artists from across the UK who turned each Blitz story into a piece of artwork. With London being the city most associated with The Blitz, it also launched with a memorable takeover of the iconic Piccadilly Lights. The striking execution transported spectators back to 1940 by reviving original adverts, from vintage Guinness Time clocks to neon Coca-Cola signs. The campaign was a historic success, reaching millions across the UK, as well as receiving lots of pick-up in regional and national press.
Ancestry ‘The Blitz’: Bringing the Past Back to Life – Ancestry the7stars / Kinetic / Anomaly / Red Consultancy
There was really strong synergy between the media channels chosen and creative executions in this brilliant campaign for Ancestry. They also showed strong strategy and results with outdoor clearly played a role in driving PR.”
A big high-five for all of the planners and their craft
Data and intelligence
cross-format
cross-channel
BRAND FAME
Subway – Subway Kinetic / MediaCom Edinburgh / Above & Beyond
This award celebrates campaigns that have best used national reach to successfully build Brand Fame through a committed, effective and prolonged use of outdoor advertising.
In 2020 routines changed dramatically. Costa saw an opportunity to address new consumption habits and brighten high streets by maintaining a consistent presence in outdoor, defending against competition, and harnessing data to smash app download targets. Creative ads pushed Costa’s new app, with a large national OOH campaign driving mass awareness and brand fame, with thousands of sites in proximity to stores and competitors, as well as large format DOOH sites dominated in key cities to keep Costa front-of-mind for coffee consumers.
Amazon is the epitome of a committed and prolonged OOH user. Throughout 2020, 21 different ad formats were used across multiple OOH environments promoting multiple new shows. However, what sets Amazon apart isn’t merely it’s commitment, but it’s desire to use it creatively. The big campaigns created a cultural buzz: the Star Trek: Picard takeover of Piccadilly Circus, the controversial banner location near to Stamford Bridge for the All or Nothing: Tottenham Hotspur documentary, and drafting in Borat to help the UK Government with some much-needed public health advice ahead of Lockdown 2: “Wear Mask. Save Live.”
Amazon Prime Video 2020 – Amazon Initiative
Costa 2020 – Costa MediaCom / Kinetic / Pablo London
Netflix’s mission is to entertain the world, and the versatility, creativity and fame driving attributes of OOH, and its sinuous connection to mobile, made it the ultimate canvas to bring alive captivating stories and generate social buzz. For Netflix, OOH was the optimum channel to execute its strategy of creating conversations, building hype, and creating “famous campaigns”. For Netflix, it’s more than just the Netflix Masterbrand – the campaigns are all about the content and the story. Using the versatility of OOH through format, place and planning, Netflix could cleverly tell each campaign’s unique story. 17 unmissable campaigns ran in 2020 including those that show the scope of Netflix’s approach to OOH, including: Enola Holmes, One Story Away (Brand Campaign), Rebecca, and The Crown Season 4. The campaigns ultimately helped deliver Netflix’s objective of driving conversation across the nation, raising brand awareness, and creating a buzz around the content that everyone wants to watch.
Entertain the World – Netflix Kinetic / Wavemaker
This is quite simply a fantastic approach for a great brand. From an effectiveness point of view, it really it did tick all the boxes for delivering brand fame.”
SME & LOCAL ADVERTISING
EMILY Lockdown OOH Campaign – EMILY Kate Patrick
This award celebrates localised Out of Home campaigns with demonstrable positive results for Small to Medium Enterprises.
BECo, a 166-year-old social enterprise soap brand, used Out of Home to invite employers across the country to #StealOurStaff. 80% of BECo’s staff have disabilities and the company believed that every business could be doing more to reduce the disability employment gap. This OOH campaign targeted those in positions to hire, in a way they can’t ignore, with memorable messaging based on taglines of household brand names.
BECO. #STEALOURSTAFF – BECO Talon Outdoor / OMD UK / TBWA\LONDON
The campaign generated a feel-good factor, and the strength of the execution gave BECO real impact.”
NEW APPROACH
How Ancestry Reawakened the Spirit of the Blitz Through the Power of Local – Ancestry Kinetic / the7stars / Anomaly / Red Consultancy Never Skim an Erdinger – Erdinger Weißbier Kinetic / MediaCom Trade Without Compromise – Fineco Bank Talon Outdoor / Hearts & Science
The winners in this award used outdoor advertising either for the first time or returned after at least one year away. They distinctly changed their strategy around using the medium, resulting in positive business effects.
British Gas was absent from the OOH market for many years as there was no proof that it could drive consideration. In a first-of-its-kind methodology, British Gas partnered with On Device Research and JCDecaux, investigating the synergy between digital OOH & Mobile advertising. The results showed remarkable uplifts in key metrics, including brand consideration and brand recall when both media ran simultaneously. British Gas subsequently ran an OOH campaign at the earliest opportunity in December 2020.
Mass marketing or precision targeting? For DFS, the Halo Luxe launch encapsulated this dilemma. The campaign achieved the best of both worlds: taking the power of broadcast (in channels such as OOH) and deploying with the data precision of programmatic, through a single product called ‘Unmissable’ to help drive sales.
Halo Luxe – DFS MediaCom / iDOOH via Unmissable / Krow
Here to Solve – British Gas HomeCare Kinetic / MediaCom / Nucleus
You had probably never seen Halfords on an OOH site before this campaign in November 2020. Out of Home was considered to be not sufficiently effective, agile or relevant to be part of the media strategy in the past. Not only did the data-fuelled and dynamic execution change that, the campaign was also hugely successful in delivering on the campaign objectives and showcasing the best qualities of OOH – with the help of a great creative and a hyper-relevant message. In a test to determine whether OOH could be used successfully, this campaign showed that Halford’s journey on OOH was just beginning.
Winter Motoring – Halfords Posterscope / Carat / BJL
Halfords ‘Winter Motoring’ campaign had a very clear objective and simple strategy of “owning” winter weather. It was a really nice example of creative and media working together. Really solid results too.”
Ken Gobayashi Chief strategy officer / Engine UK
EFFECTIVENESS
Celebrating the effective campaigns for big, small and new advertisers
For Jurassic Fibre, a new broadband provider operating out of some very rural areas within Devon, OOH was key to help establish a visual presence within the local community. Whilst no one could have predicted COVID-19, the campaign demonstrated how original creative concepts were carefully re-configured to maximise impact during the height of lockdown whilst maintaining its original media strategy.
With COVID-19 putting a stop to HUN’s original launch plans, the brand found a disruptive way to make it one of lockdown's most talked about brands. While OOH audiences were reduced during that time period, the clever copy helped the brand to stand out and the OOH execution was leveraged across social media to make HUN heard, and even the most followed canned wine in Europe.
The Worst Time to Launch a New Brand HUN Wine – HUN Wine Talon Outdoor / Manning Gottlieb OMD / TBWA\LONDON
#Megafibreforus – Jurassic Fibre t&s creative communications / Dee Henry / Clear Channel
Brand fame
SME & Local Advertising
New Approach
NATIONAL SOCIAL IMPACT
Abusers Always Work from Home – NCDV Wunderman Thompson UK / Kinetic BECO. #STEALOURSTAFF – BECO Talon Outdoor / OMD UK / TBWA\LONDON DOOH Offsetting – Beyond Rapport IMPACT / Rapport
The winners of this award work in or used Out of Home media to deliver projects at scale to drive positive change for the environment and communities in the UK at a national level.
When lockdown hit, online shopping boomed and many people pivoted to start online enterprises. To help small businesses that eBay hosts to compete with bigger online retailers, eBay turned off it’s brand advertising and gave its entire marketing budget to individual SMEs. The campaign brought huge sales uplifts for over 50 SMEs, as well as a step change in new users.
In March 2020, a change in shopping behaviours was having a negative impact on the UK’s 3.3m UK frontline health and social care workers. There was a need to urgently combat stockpiling across all stores nationwide. OOH remained hugely relevant for those that couldn’t work from home and OOH was a public message board, allowing Tesco to show its support to keyworkers and protecting vital supplies for those in need.
Covid19 Every Little Helps – Tesco Kinetic / MediaCom / BBH
‘Individually Brilliant. Stronger as One’ – eBay MediaCom Outdoor / Kinetic / McCann
To highlight a very specific homelessness issue, HSBC placed its message in the very spaces that are often used as temporary shelters. In an industry that loves to over-complicate things, this campaign is a reminder of how effective the fundamentals of the right message, in the right place, for the right audience can be. This campaign was a combination of creative media planning and creative execution that grabbed attention to raise awareness of an element of homelessness that most people aren’t aware of, and actually made a real societal difference at the same time.
Addressing the ‘No Fixed Address’ Problem – HSBC UK & Shelter Talon Outdoor / PHD / Wunderman Thompson UK
A brave and bold campaign with social purpose that addressed a long-standing issue by contextualising the message using Out of Home.”
COMMUNITY SOCIAL IMPACT
MyHeroes: International Campaign to Celebrate Key Workers DOOH.com / Kinetic
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.
#WhoseFuture campaign amplified the voices of 37 young artists in Bristol to address issues including racism, access issues, the climate crisis, leadership and young people’s hopes for a secure and empowering future. Utilising the power of Out of Home advertising, it transformed the city over four weeks, prompting rich discussion, lively public debate and influence on council policy.
A unique experiential partnership between TFL & Dettol to offer free hand sanitizer at every London Underground station. The campaign helped re-open London safely, supporting key workers, whilst shifting brand perceptions & sales significantly.
Helping Re-open London – Dettol & TfL Reckitt / Zenith / McCann Worldgroup UK
#WhoseFuture – Rising Arts Agency Out of Hand
Personal robberies have been rising in London for 5 years. The density and vibrancy of the city can give a false perception of safety. But with people so easily distracted by their phones or friends, thieves have been able to prosper. This hard-hitting message grabbed attention in the precise places where personal robbery has been highest. Through precision planning using crime and TFL data, this OOH campaign helped Londoners stay alert. OOH was the only channel that could keep people vigilant at the moment that mattered.
Look Out for Thieves – MET Police Kinetic / Wavemaker
The Look Out for Thieves campaign for the MET Police had great use of data to drive location and site selection. We loved it because it was smart, simple and effective.”
A PLATFORM FOR GOOD
Rewarding those using Out of Home to make our world a better place to live
National Social Impact
Community Social Impact
RISING STAR
This award commends newcomers to the industry who have gone the extra mile, having shown incredible enthusiasm and involvement in the Out of Home industry. They will be making a positive impact for their stakeholders, the industry and their organisation. They will also be making waves by going over and above what is expected of them.
Outstanding contribution to outdoor
A new category to the awards this year, it’s all about highlighting exceptional leaders within the outdoor industry who have worked tirelessly over the years to propel Out of Home media to where it is today.
WINNER
Gill is the fearless leader of MediaCom Outdoor, the highest-billing OOH team in the industry, with 10% billing growth YOY. She’s been the pioneer behind a dedicated agency OOH team, injecting passion and influencing strategy, as well as the visionary that continually drives transformation, pushing the boundaries of OOH with a host of industry firsts and the world’s first automated audience guaranteed, real time planning and buying trading platform, IDOOH. She has built a hierarchy-free culture and champions equality, empowering everyone to have a voice and putting ‘People First’.
Gill Reid MediaCom UK
Thanks to Gill’s strong network among the Outdoor partners, her expert knowledge and a solid understanding of our brand DNA, we have been able to build the awareness and desirability of our brand across the country.”
Stephanie De Guillenchmidt Marketing Director / Parfum Christian Dior UK
TALENT
Charlotte McDougall Talon Outdoor Emily Gates Talon Outdoor Heather Williams Kinetic Mavesh Malik JCDecaux UK
Jack is clearly not just a rising start within OOH, but media generally, who saw an opportunity when entering the industry and seized it with both hands.”
Mark Smith Sales Director / Clear Channel UK
Jack Monaghan joined Rapport and the OOH industry four years ago as a Mapping Executive: a niche role that requires specialist software knowledge. It is a role that has historically had a high staff churn due to the monotonous nature of the work, and a limited career path within the OOH industry. Jack didn’t see it that way. He effectively tore up his job description, going far beyond the expectations for his role, and achieved things for Rapport that they wouldn’t have thought possible.
Jack Monaghan Rapport
Rising Star
Outstanding Contribution to Outdoor
Nicole Lonsdale Kinetic Roy Shepherd Goodstuff Sophie Pemberton Talon Outdoor
Hannah has achieved so much in just 2 years - alongside outstanding results in her trading role she has been instrumental in driving positive change around diversity and inclusion.”
In under two years Hannah has inspired change and opened conversation around diversity and inclusion. Her excellence in planning and trading has seen her consistently over-deliver for clients and she offered valuable solutions in a time of uncertainty, further proving her reliability and building trust. Passionate about OOH, she is recognised for her drive to learn and her exceptional networking skills, which have led to her rapid career progression as she shows promise to shake up the industry.
Hannah Payne Kinetic
This year’s Grand Prix perfectly demonstrates how brands can authentically and impactfully leverage Out of Home as a Platform for Good and use the medium to help tackle an important social issue. HSBC UK’s campaign stood out as it used Out of Home in a clever, contextual way to address a long-term problem and reach a variety of target audiences. The campaign highlighted a very specific homelessness issue: when people don't have a home, it's hard to open a bank account. When they don't have a bank account they have no safe space to keep their money and it is hard to access government benefits and wages. This perpetuates all forms of homelessness and creates a cycle of financial exclusion. To remove these barriers and break this cycle, HSBC UK offers a ‘No Fixed Address’ service, partnering with charities, including Shelter, who essentially then act as the applicants’ home address’. The brand was keen to grab the attention of more than one audience - those who needed their service as well as those who were sympathetic to homelessness and may be able to help. HSBC UK executed a strategy that put the media exactly where the problem is usually found, and choosing Out of Home was a no brainer. The exact spaces that act as temporary shelter for the homeless in moments of desperation were chosen - creating impactful, bespoke wraps for bus shelters across the UK. OOH footfall data was used to carefully choose the most relevant sites and the campaign was further amplified through other media channels. The results were impressive, seeing a strong uplift in the usage of the ‘No Fixed Address’ service as well as generating additional funding for Shelter, with a number of donors becoming regular ones.
…in the right place, with the right message, in the right moment.”
Gideon Spanier UK Editor in Chief / Campaign Magazine
We just loved it. So simple, but nuanced, and crucially couldn’t have made such an impact anywhere but in outdoor - multiple audiences and outcomes were delivered from one message, superbly considered and executed.”
This is the best of the best from our category winners
Really great entry with real world impact. Executed at scale and with the strongest creative fit of all the award entries, with societal impact at the heart of the campaign.”
Great insight, smart targeting. Brave use of OOH”
CONGRATS TO ALL OUR WINNERS
We would like to extend our congratulations to all the winners, the bronze, 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. It was by no means a guarantee and is a testament to the hutzpah, tenacity, and creativity our industry has shown over the past eighteen months. We really do appreciate you
taking the time to enter while as an industry we are still recovering from such a different and difficult year. 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
Keep in touch
Finger Lickin’ Good – KFC Dominic Murray – Kinetic Annabelle Cunningham – Mindshare Open Soon – Vagina Museum Amy Fasey – Pablo London Jacob Hellstrom – Pablo London Natalie Gordon – Pablo London Sarah Maclean – Pablo London Build a Life – B&Q Jamie Hewett – B&Q Janes Sell – B&Q James Byard – Kinetic Lemara Bailey – Kinetic Max Nabridnyi – Uncommon Michaela Chweidan – Uncommon Toby Duncan – Uncommon Gillian Blair – Wavemaker
Visual Craft Award
We summer, Oui Boursin – Boursin / Bel Group David Bell – Flux Liam Rushforth – Flux Kevin van der Ham – Publicis Media Tom Lloyd – Publicis Media Nadia Stowell – Spark Foundry Nike Soderholm – Spark Foundry Hattie Matthews – TracyLocke Nespresso Storeboost: Nespresso Vertuo – Nespresso Ali Noble – Nespresso UK LEGO ‘Rebuild The World’: Mid-Air Haptics – LEGO Group Lexie Wilson – Initiative Tom Cocker – Initiative Graham Day – LEGO Heidi Harrison – LEGO Melanie Blood – Ocean Outdoor Gianluca Iorizzo – Rapport Phil Hampson – Rapport
Tech Innovation Award
PICARDilly, Amazon Prime Video – Star Trek: Picard – Amazon Folu Merriman-Johnson – Amazon Kerry Morrow – Amazon Kirsten Hall – Amazon Becky Markham – Initiative Rochelle Bramwell – Initiative PlayStation 5 Launch: TfL Takeover – PlayStation AJ Wells – Links Signs Hannah Cooper – MediaCom WWE Moving Day – WWE Andy Lane – Wunderman Thompson UK Christopher McKee – Wunderman Thompson UK Josh Baggot – Wunderman Thompson UK Marina Hidalgo Blanco – Wunderman Thompson UK Matt Steward – Wunderman Thompson UK Natalie Wilson – Wunderman Thompson UK Phil Watson – Wunderman Thompson UK Richard Morgan – Wunderman Thompson UK Sam Huckle – Wunderman Thompson UK
Installation and Experience Award
Tesco Christmas – Tesco Nicole Lonsdale – Kinetic Sian Smeaton – Kinetic Tracey Simpson – Kinetic Daisy Ross – MediaCom Kerry Tinker – MediaCom Nick Ashley – Tesco Tom Mardon – Tesco Crystal Ski ‘Seasons’ – Crystal Ski Mariella Collins – MediaCom Live Appointment – Specsavers Annalect Labs Jo Jackson – Talon Outdoor Lisa Portman – Talon Outdoor
data and intelligence Award
McDonald’s Reassurance – McDonald’s Lisa Portman – Talon Outdoor Vicky Marshall – Talon Outdoor Build a Life – B&Q Jamie Hewett – B&Q Janes Sell – B&Q James Byard – Kinetic Lemara Bailey – Kinetic Max Nabridnyi – Uncommon Michaela Chweidan – Uncommon Toby Duncan – Uncommon Gillian Blair – Wavemaker Digital Roadblock – Vodafone Emily Paterson – Carat Jurgita Kabisaite – Carat Catherine O’Leary – Posterscope Lee Mabey – Posterscope Thomas Mason – Posterscope Daniel Mogridge – Vodafone
cross-format Award
Recycle Your Electricals – Material Focus Jake Galea – December 19 Majella Lavelle – December 19 Don Larotonda – Truant London Coca-Cola Open Like Never Before – The Coca-Cola Company Thomas Stimson – DOOH.com Mike Swift – Epoch Design James Bramley – Kinetic Charlotte Baker – MediaCom Claire Wright – MediaCom Jonathan Price – MediaCom Tara Harris – MediaCom Ancestry ‘The Blitz’: Bringing the Past Back to Life – Ancestry Jenni Trimlett – Ancestry Russell James – Ancestry Rob Henderson – Anomaly Caitlin Hocking – Red Consultancy Jane Power – the7stars Leah Okomi – the7stars Sabrina Francis – the7stars
cross-channel Award
Costa 2020 – Costa Euan Johnston – Costa Coffee Dee McVeigh – Kinetic Oliver Jones – Kinetic Alex Rubins – MediaCom Dominic Falquero – MediaCom Emma Lowes – MediaCom Justyna Hodun – MediaCom Amazon Prime Video 2020 – Amazon Folu Merriman-Johnson – Amazon Kerry Morrow – Amazon Kirsten Hall – Amazon Becky Markham – Initiative Rochelle Bramwell – Initiative Entertain the World – Netflix James Byard – Kinetic Maddie McIvor – Kinetic James Honess – Netflix Lauren Bradley – Netflix Mags Richardson – Netflix Sam Collison – Netflix Alex Kenzie – Wavemaker Ben Levy – Wavemaker Olivia Sutton – Wavemaker
brand fame Award
#Megafibreforus – Jurassic Fibre Chris Taylor – t&s creative communications Dave Read – t&s creative communications Ryan Belbin – t&s creative communications Sophie Bruce – t&s creative communications The Worst Time to Launch a New Brand HUN Wine – HUN Wine Aaron Moss – TBWA\London Andy Jex – TBWA\London Dan Ogunsanwo – TBWA\London Harriet Russell-Vick – TBWA\London Lauren Buggins – TBWA\London Poppy Manning – TBWA\London BECO. #STEALOURSTAFF – BECO Aaron Janagal / TBWA\London Aaron Moss / TBWA\London Andy Jex – TBWA\London Dan Kenny – TBWA\London Duncan Brooks – TBWA\London Poppy Manning / TBWA\London Tom Gong / TBWA\London
‘Individually Brilliant. Stronger as One’ – eBay Jessica Redhead – MediaCom Stephanie Smith – MediaCom Tracey Frost – MediaCom Covid19 Every Little Helps – Tesco Jenny Chan – Kinetic Olivia Howard – Kinetic Sian Smeaton – Kinetic Sophie Horan – Kinetic Lauren McGurran – MediaCom Nick Ashley – Tesco Tom Nash – Tesco
national social impact Award
#WhoseFuture – Rising Arts Agency Georgina Bolton – Bristol City Council Kamina Watson – Rising Arts Agency Rosa ter Kulie – Rising Arts Agency Helping Re-open London – Dettol & TfL Charl Malan – Reckitt Greg Symondson – TfL Adam Colton – Zenith Aliki Radley – Zenith Kush Bhardwaj – Zenith Richard Gladders – Zenith Simon King – Zenith Look Out for Thieves – MET Police Maxine Geale – MET Police Isabelle James – Wavemaker
community social impact Award
Here to Solve – British Gas HomeCare Chris Felton –JCDecaux George Kelly – JCDecaux Hannah Cooper – MediaCom Alex Sayliss – Nucleus Grace Raymond – Nucleus Halo Luxe – DFS Barbara Panuzzo – MediaCom John-Paul Major – MediaCom Winter Motoring – Halfords Eleanor Mitchell – Carat Sarah Brown – Carat Nick Reeve – Posterscope Sam Grant – Posterscope
new approach Award
