Introduction
The Winners
WINNERS 2023
#OMA2023
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 2023 winners
THE 2023 Judging panel
Mark Alldred Marketing Director / Pepsico
James Bailey UK CEO / IProspect
Jessica Batiste Northern Europe Consumer Experience Lead / Mondalez
Kimberley Berkin Managing Director - Clients / Dentsu X
Katrina Bozicevich Managing Director / Manning Gottlieb OMD
Nicki Brown Media Director / BBC
Grant Burke Managing Director / OMD
Katy Clarkson Head of Planning / December-19
Sharon Dhillon Managing Director / Initiative
Bobby Din Investment Partner / Goodstuff
Daisy Domenghini Managing Director - EMEA / Vaynermedia
Olya Dyachuk Data Driven Media Director / Heineken
Katharine Easteal Managing Partner / Ogilvy
Ben Golik Chief Creative Officer / M&C Saatchi
Sophie Hall Premium Acquisition Manager / American Express
Jane Holding Managing Director - European Operation and UK / Starcom
Monica Majumdar Head of Stategy / Wavemaker
Aimee McKay UK Client Partnership Director & Europe Lead / Clear Channel UK
Sarah Nugent Managing Director / PHD
Sean Odeneye Managing Director - UK and Ireland / Matterkind
Dan Palmer Senior Media Manager EU / Amazon.com
James Parnum Head of Planning / Essencemediacom UK
Andrea Potter managing Director Leeds / Carat
Mark Smith Sales Director / Clear Channel UK
Jon Stevens Managing Director / Zenith
Jessica Tamsedge Incoming UK CEO / Dentsu Creative
VIEW MORE JUDGES
Another year, another Outdoor Media Awards, our 17th no less! Alongside our long-standing partners at Campaign, we’re delighted to announce and celebrate the 2023 winners. Last year feels like a lifetime ago, but it’s fair to say one word summarises Out of Home over the past year - and that’s growth. We’ve seen audiences grow. Access to digital inventory grow. Programmatic campaigns grow. The number of dynamic campaigns grow. New 3D opportunities and technology grow. All utilised by brands looking to grow. We’ve also seen the other side of Out of Home grow too, with greener and more sustainable products nationwide. New life-saving infrastructure installed in towns and cities. More campaigns giving councils, charities and communities a voice, being visibly, publicly represented on the streets where they live, work, shop and socialise. And therein lies the unique power of Out of Home. An industry unlike any other - half advertising, half
media and creative agencies, as well as welcoming a new chair of judges, UK Editor of Campaign, Maisie McCabe. Finally, we wanted to extend our warmest thanks to you, the people who’ve made this year's awards stronger than ever for conceiving, creating and crafting the work we’re here to celebrate. Brilliant campaigns. Original ideas. Perfect plans and fabulous talent too. And particular kudos to those nominated to pull together the all-important final words and images in the entries. You all make our industry the exciting, vibrant and evolving industry that it is. We hope this guide serves as inspiration for us all. We'll see you next year... Aimee and Mark
infrastructure - one that intrinsically gives back with purpose. A Platform for Brands and a Platform for Good. We operate in the real world, free from cookies and questionable content, enabling advertisers to invest with confidence. Our foundational super-powers of reach, impact and trust were themes that came through consistently in many of this year's entries and the great results that followed. All in all, this is why we believe that Out of Home is both the right choice and the responsible choice for brands. Testament to the health of the industry, is the number of campaigns you rightly thought were worthy of entering. A significant increase on previous years, up to a staggering 240. A record-breaking year, with submissions from long-term advocates of the channel, as well as a host of new advertisers that we’ve welcomed in, or should that be out, from advertisers, agencies, councils, charities, and landlord partners. To review all those entries, we called upon 29 industry leaders from business and brands to
Mark Smith UK Sales Director / Clear Channel UK
Alan Weetch Chief Planning & Strategy Officer / Mindshare
Joanna Williams Head of Media / Samsung (UK) Ltd
Masie McCabe UK Editor / 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 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
TALENT
Rising Star
VISUAL CRAFT
TECH INNOVATION
Installation and Experience
GOLD AWARD
Visually spectacular, true to the brand and the cause, this was a campaign perfectly fitting for the OOH medium - powerful and public. Nike’s UEFA Women's EURO 2022 campaign, with its eye-catching visuals was an unmissable celebration. It perfectly captured the mood, sentiment, hope and pride of the nation. A pinnacle moment for women's sport that will transform the industry and create a lasting legacy. Nike were there with the Lionesses. Big, bold, iconic, memorable and proud. These OOH projections launched a multi-media campaign, one with creativity, celebration and transformation at its very core. Literally shining a light on those leading the change in the game in a BIG way… just as they deserved. A true inspiration for the next generation of athletes.
You’ve Never Seen England Like This – Nike Kinetic / Mindshare / Wieden+Kennedy London / Pixel Artworks
BRONZE AWARD
SILVER AWARD
Nothing beats watching football LIVE. Seeing the biggest moments, the goals, the drama and all the major talking points unfold right in front of your eyes. To bring the emotion of live sport to OOH, Sky developed over 20 pieces of creative, celebrating the most memorable moments from the previous season. Not only incorporating players and managers but also the fans, whilst ensuring all creatives were delivered within the most relevant locations.
In recent years, Muller had started to lose its crunch and was in danger of being forgotten. To reignite hunger for the brand, Muller simply needed to remind people why they fell in love with Muller Corner in the first place. So, they did just that, by showcasing their most distinctive and loved asset for all to see with OOH. The campaign increased social mentions and became the most loved yoghurt brand once again.
Showcases the power of Out of Home in its truest sense, which is pure innovation, pure iconic stature, and brilliant brand building.
“
Tellmi – Tellmi dentsu / JCDecaux WhatsApp Privacy – WhatsApp, Meta Spark Foundry / BBDO Making Children’s Wishes Real – Rays of Sunshine EssenceMediacom / Ocean Outdoor Pop, Fizz, Ahh – PepsiCo Talon / OMD / PepsiCo Design Centre Should’ve 2.0 – Specsavers Talon / MG OMD / Grand Visual / The Agency / JACK / Global Street Art
It Could Only Be Müller Corner – Müller Kinetic / EssenceMediacom OOH / EssenceMediacom / VCCP
Start of Season 2022 – Sky Sports Rapport / EssenceMediacom / Sky Creative
This award celebrates best-in-class, eye-catching Out of Home poster designs, that are true to the brand and perfectly fit our medium. The winning creatives are undeniably brilliant in their art direction, powerfully convey their messages and are true to the brand.
Last Christmas, Boots had a problem - how to spread the Joy For All in an ultra-competitive trading period and win over customers in proximity to their shops. By using StoreBoost, Boots were able to let the tech figure it out. After installing StoreBoost sensors inside their mall stores nationally, their campaign flexed in response to real-time data, to automate media, creative and measurement. Two different Boots creatives were dynamically optimised for each location to cut through the noise and capture shoppers’ attention. The first was a countdown to Christmas creating a sense of urgency to prompt shoppers into impulse gift purchases with trending products. The second was a location specific ad to entice prospects into their nearest Boots by name. These were supported by the ad’s placement around Boots' stores, and the additional location indicator, to strip away any hurdles between purchase intention and heading in-store. This allowed the right ads to be seen by the right people, at the right time, to encourage measurable, incremental footfall and sales in-store.
Boots Xmas 2022 – Boots StoreBoost
SHORTLISTED
In January 2022, UK cinema audience behaviour remained unpredictable, but Sing 2 was the biggest animated release since cinema doors re-opened post-pandemic and expectations were high. Star power was needed to ensure success. Taking inspiration from their singing characters, they created an OOH campaign of cinematic scale on Piccadilly Lights. Using ground-breaking technology, consumers could listen to audio, synced in perfect harmony to the content on the world-famous screen, all through their own handset. A media first innovation.
This campaign demonstrated the power of OOH technology, creating a highly innovative campaign where the medium most certainly became the message. Technology enabled the creative messaging to work incredibly hard in bringing to life the work that Heinz and Magic Breakfast are doing and the problem they are trying to solve. Heinz Beanz displayed their campaign across nine interactive digital large format OOH screens situated in high footfall areas across roadside, commuter and retail spaces.
Exactly what OOH tech should do - make the message relevant in that moment next to store.
Making Children’s Wishes Real – Rays of Sunshine EssenceMediacom / Ocean Outdoor Cure Your Flight Shame – Lumo Trains Kinetic / EssenceMediacom Scotland / Mother / Hivestack / Flux Outdoor FIFA World Cup 2022 – Budweiser Starcom / DraftLine
Heinz Magic Breakfast – Heinz dentsu / Carat / dentsu Creative
Dream Big Dreams With Sing 2 – NBCUniversal Kinetic / EssenceMediacom / Stellar / XYI Design / Ocean Outdoor / Global
This award celebrates creative executions that stand out because of their innovative deployment of technology or data, that helps brands capture the mood of the moment. The winning campaigns pushed the boundaries of what’s possible in outdoor and helped brands capture audience attention.
James Bailey UK CEO at iProspect
Jane Holding Managing Director - European Operations and UK at Starcom
In a market where consumers value speed as a critical driver, Sky needed to ensure their Broadband's Gigafast speeds were gaining the attention they deserved. They wanted to ensure they were pushing boundaries even further than before, looking to stop people in their tracks and give them the ability to experience Sky’s rollout of game-changing new speeds, 25 times faster than standard fibre. They did this through three attention-grabbing installations: A Billboard completely broken in half due to Gigafast speeds (including a life-sized Minion) A bus shelter ripped from the ground including a wind-machine to experience the force of Gigafast. A slide at Westfield Stratford showcasing what Gigafast speeds really feel like. It didn't just disrupt the world of OOH visually, the campaigns delivered excellent results, efficiently driving all brand metrics.
Gigafast – Sky Broadband Rapport / EssenceMediacom / House 337
Elvie wanted to smash societal taboos surrounding female incontinence. Propelled by research and recent censorship, our special build 'peeing' billboard generated real, widespread conversations across the media industry about this common and solvable problem that most women face alone. Even with a small budget, #LeaksHappen successfully delivered against every objective. We busted taboos and raised awareness of incontinence impacting women of all ages and stages and showed it's nothing to be ashamed of.
Müller had started to lose its crunch and was in danger of being forgotten. To reignite hunger for the brand, Müller simply needed to remind people why they fell in love with Müller Corner in the first place. So, they did just that, by showcasing their most distinctive and loved asset for all to see with OOH. The campaign increased social mentions, became the most loved yoghurt brand once again and was named the most effective campaign in the month it ran.
Clever, fun and shows that when a client truly believes in the creative potential of OOH, great eye-catching campaigns will be delivered together with results.
Bobby Din Investment Partner at Goodstuff
Simply Roasted’s Ginormous Packs – Simply Roasted And Rising / Clear Channel Cash For Trash – Currys Spark Foundry / AMV BBDO Go Big Go Subway – Subway Kinetic / EssenceMediacom Scotland / Above and Beyond / DOOH.com Should’ve 2.0 – Specsavers Talon / MG OMD / Grand Visual / The Agency / JACK / Global Street Art How Crisis Made Homelessness Impossible To Ignore – Crisis The Kite Factory / adam&eveDDB
#LeaksHappen – Elvie Kinetic / Mindshare / Don’t Cry Wolf / Jack Agency / Build Hollywood
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
Aperol Spritz: Together We Joy – Aperol, Campari Group Kinetic / Wavemaker Select CRUK Race For Life – CRUK Kinetic / EssenceMediacom / Choreograph / Finecast / Xaxis / DOOH.com
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.
In 2022, Starbucks set its sights on winning the hearts and minds of Gen Z across multiple short, mid and long-term objectives. As a digitally over-saturated audience, OOH's capabilities were identified as a strong medium that could reach them. Starbucks successfully used a data-led approach using emerging data practices, combined with brand building tactics to deliver a smart OOH campaign against all objectives.
With the climate crisis very much a concern, Lumo, a brand-new innovative rail operator seeking to revolutionise the travel industry, used OOH for a brand launch with a difference. With an innovative data-led OOH campaign, Lumo were able to save over 100,000 tonnes of CO2 from being released into the atmosphere, whilst at the same time driving fantastic business results for the newly launched company. Proof that a business with a sustainable mandate can also be profitable.
Cure Your Flight Shame – Lumo Trains Kinetic / EssenceMediacom Scotland / Mother / Hivestack / Flux Outdoor
Winning The Hearts And Minds of Gen Z For Starbucks – Starbucks Talon / Havas Media UK / IRIS
In the UK, 4+ million Muslims observe and celebrate Ramadan every year. However, the festival is often misrepresented or largely absent in British media. Tesco wanted to change this by marking a prominent moment in the Islamic calendar with an authentic portrayal of its rituals. Food and drink play a central role in Ramadan, with many fasting from sunrise to sunset. But the nature of fasting is often ignored or misunderstood. Tesco also uncovered a frustration with food advertising unknowingly tempting Muslims to break their fast early rather than supporting them. So, smart data was used to precision-plan east-facing sites within Muslim hotspot areas, with the creative using the latest day-and-night digital technology to display a fasting and non-fasting message. The campaign was a huge success! It generated a massive uplift of Tesco and Ramadan mentions on socials and received applause from Muslims and the wider public.
Together This Ramadan – Tesco Kinetic / EssenceMediacom / BBH / DOOH.com / The Unmistakables
Just excellent. Smartly targeted beyond just time of day, considering culturally appropriate locations and proximity to Muslim communities. Executed brilliantly, and simply.
Jessica Tamsedge UK CEO of Dentsu Creative
The Midwich Cuckoos – Sky Entertainment Rapport / EssenceMediacom / Sky Creative Safe Spaces – HSBC Talon / PHD / Wunderman Thompson Give It Some – Gousto Kinetic / the7stars / Mother No More Unhelpful Hacks – Shelter Talon / Yonder Media BBC Women In Sport Dynamic DOOH – BBC Talon / Havas Media UK / Grand Visual / BBC Creative
This award celebrates campaigns that strategically used two or more Outdoor formats to make the campaign more successful.
KFC recreated that mouth-watering experience of opening a fresh KFC meal by creating steaming, sizzling special builds, supported by a wider campaign that was a feast for the senses. Research showed the use of macro photography and special build techniques proved successful against the campaign metrics, delivering both short-term and long-term sales and positive brand impact.
This witty campaign consisted of deploying 18 different outdoor formats and cherry-picked sites, then synchronising the medium and the message with clever tailoring of copy and locations. The provocative headlines combined with a huge typeface and bright pink & purple colourways made the executions bold and uncompromising. The campaign tapped into the topical news agenda and executed tactical copy last minute, utilising DOOH sites with 85 creative executions. What resulted was a target-smashing, brand awareness building campaign that definitely ‘Made You Look’.
Made You Look – GWI Mediabridge / december19 / Truant London
There’s Nothing Like The First Bite – KFC Kinetic / Mindshare / Mother
Violence against Women and Girls (VAWG) is a major societal problem that affects us all. With an aim to shift harmful attitudes through safe intervention, this campaign made major in-roads into building awareness of VAWG, starting difficult conversations and encouraging people to challenge perpetrators of abuse. Behavior change on this level is best effected when the messages are consumed in company. Digital channels played their role, but these are often consumed privately. The power of a public message in a public space in shared company, meant that OOH was a primary medium in this campaign. OOH was ideal to lead the conversation in public spaces, upweighted to areas where VAWG occurs. This cross-format campaign enabled nudge messages to be served so attitudes could be challenged and discussed at relevant moments, essentially making OOH environments a safer place to be.
Violence Against Women And Girls – Home Office Posterscope / Wavemaker / OmniGov at MG OMD / FCB Inferno
The power of a public message in a public space is strong. Like the executions in gyms and beer mats. Strong results against core audience.
Jon Stevens Managing Director at Zenith
The Fear Index – NOW Rapport / EssenceMediacom / Stink Studios Halifax Best Places To Live – Halifax, Lloyds Banking Group Zenith OOH / Zenith / NCA
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.
Secret Santa is Cadbury's core platform to drive brand engagement at Christmas but was limited in its scale and accessibility. With OOH as the lead media alongside TV and Radio, they turned 10 physical Secret Santa postal locations into 280+ interactive screens that enabled consumers to send a bar of chocolate to a loved one. The campaign ensured that Cadbury's remained the #1 Christmas confectionary manufacturer, receiving huge amounts of PR coverage and achieving their largest share gain in three years.
For great safe sex, your condom fit matters. But most people don’t even know that there is such a thing as ’condom sizing’. But there ARE different condom sizes. To drive the conversation around size and fit, Durex delivered a standout cross-channel approach to media, embedding their messaging in local communities, heroing content creators and amplifying messaging across social channels. The campaign culminated in an unmissable experiential activation that delivered results… The Glory Wall.
The Glory Wall – Durex Publicis Media / Zenith UK / VaynerMedia
Cadbury Secret Santa – Cadbury, Mondelez dentsu / Carat / VCCP
In January 2022, UK cinema audience behaviour remained unpredictable. Sing 2 was the biggest animated release since cinema doors re-opened post pandemic and expectations were high. They needed star power to ensure success. Taking inspiration from their favourite singing characters, they dreamt up a hugely ambitious, cross-channel campaign, with musical touchpoints at every turn. They wanted their audiences to see, hear and feel the unique joy that a shared musical experience can bring. Through tech innovation, show-stopping experiential and sheer scale, OOH could easily deliver awareness and emotion, but OOH is not renowned for its audio capabilities. Careful planning, radio and digital audio ensured that those who saw the OOH campaign, heard the musical moments. OOH alone delivered 60% reach, but when combined with audio this increased to 72%; and it delivered big results.
Clear strategy, strong creative and executional alignment between channels with OOH at the heart. Great use of OOH and audio, including Piccadilly Lights.
Olya Dyachuk Data Driven Media Director at Heineken
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
Made You Look – GWI Mediabridge / december19 / Truant London Forget Everything You Know About Banking – Starling Bank Talon / Electric Glue Winning The Hearts And Minds of Gen Z For Starbucks – Starbucks Talon / Havas Media UK / IRIS
This award celebrates campaigns that have best used the channel to build the strength of the brand through a committed, effective, and prolonged use of outdoor advertising.
A brand is about more than pure awareness. A brand carries meaning. H&M used OOH media to deliver against this. Focusing not simply on awareness, but also engaging a young audience, in order to deliver deeper meaning behind the brand. And it’s worked. Consideration, brand preference, awareness and sales are all up and H&M was showcased as an inspiring, progressive and a fun fashion brand for all.
With the cost-of-living crisis high on consumers agenda, Sky’s 2022 strategy was to retain and gain their customer base by delivering a simple, holistic brand message - that they had content ‘Worth Paying For’. Their elevated OOH approach delivered 21 content campaigns across 38 weeks. With a focus on reaching the country at scale, they built bespoke audience approaches relevant to the content, as well as innovating to drive engagement, resulting in perceptions growing significantly YOY.
Content Worth Paying For – Sky Rapport / EssenceMediacom / Sky Creative
Delivering Meaningful Fun And Fashion For All – H&M Kinetic / the7stars
Reed’s job is quite simple - to help people find a job they love. But the reality is, it's difficult for a recruitment company to find new and genuine insight that emotionally connects with people. They were able to distil the essence of their business down to a single thought that could connect with anyone: if you get to Sunday night and you are dreading Monday morning, you’re in the wrong job. And at a time when the job market is booming, they were able to take this single, powerful thought and channel it across the UK, dominating OOH for maximum cut-through, achieving knock-out results. It ran originally on standard 48- and 6-sheets, and later on bus sides, digital OOH, cross tracks, taxis, and various large format bespoke sites across major cities.
Love Mondays Again – Reed The Grove Media / isobel Advertising
Nice mix of LT branding approach/master brand, and specific shows… + BBC platform. Varied creative executions across format and environment [with] different executions.”
Cost-of-Living Support – Bank of Scotland, Lloyds Banking Group Zenith OOH / Zenith / adam&eveDDB Pulling People Back To The Pubs For Greene King – Greene King Posterscope / Total Media Wendy’s Camden Opening – Wendy’s Energy / Spark Foundry / VMLY&R Targeting The Toon Army For Newcastle World – Newcastle World Regital / Bonded Agency
This award celebrates campaigns from advertisers adopting a local campaign strategy which reached audiences on a hyper-local, point-of-interest proximity, city-wide or regional level.
There’s a perception that to celebrate Pride, you must go to the big city hot spots of London, Manchester and Brighton. But Channel 4 knows that Pride isn’t just in big cities - it’s in the tiny hamlets and old mining towns too. Forever a champion of representing and supporting marginalised voices, Channel 4 showed up for Pride everywhere making a massive impact with multiple OOH formats. Reminding everyone that Pride is, in fact, nationwide, the campaign demonstrated to those who have left small towns, and those who still live there now, that you can be whoever you are, wherever you are. Using national OOH to shine a light on small Prides within communities across the UK, Channel 4 celebrated nearly 40 Prides nationwide by creating unique event posters for each one, highlighting local culture and celebrations.
Proud All Over – Channel 4 Talon / OMD / 4creative
Great strategy taking the campaign (and OOH formats) to all corners of the UK. Loved the localised copy.
Katy Clarkson Head of Planning at December-19
Building TalkTalk’s Brand & Business Through OOH – TalkTalk Kinetic / mSix&Partners / The&Partnership Manchester Brighten Up Their Day – Hollywood Bowl Group Talon / Smithfield / Satellite Creative
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.
In 2022, Starbucks set its sights on winning the hearts and minds of Gen Z by maximising the short, mid and long-term strengths of OOH. As a digitally over-saturated audience, Starbucks utilised a new approach to brand building in a highly trusted environment combined with emerging smart data tactics. As a result, they were able to increase brand consideration scores and see a positive uplift in brand attributes in their Brand Equity Monitor.
Who would advertise plant-based bacon that's not available to buy? La Vie - voted the best-tasting vegan bacon - advertised before it was even available! This new entrant to the UK market took a bold and humorous approach to their OOH campaign in order to cut through and engage with their core audience group. The campaign launched with a classic OOH blitz and a double-page spread in The Guardian. The OOH campaign returned to drive reach and consideration at scale to keep La Vie front of mind.
La Vie Launch – La Vie Rapport / Bicycle / Buzzman
For years the Royal Opera House has delivered world class opera and ballet to core audiences in London. From classics like Sleeping Beauty and La Traviata, to cutting-edge new work, the Royal Opera House (ROH) has created a reputation of being one of the most important opera houses globally. In late 2022 they created an opportunity to develop new audiences in a big way. To do this they wanted to move away from traditional Out of Home placements and create immersive experiences. The plan was to bring exciting opera and ballet straight to the heart of some of the country's biggest cities. They implemented 5 free screening events in large shopping malls - Arndale Manchester, Westfield (London), The Bullring (Birmingham), Bluewater (Dartford) and Victoria Centre (Nottingham). Audiences attending the screenings would have filled the ROH 6.11 times over and the heart rates of the viewing audiences increased by 41%. Outdoor was able to do something that no other channel could do.
New Worlds Await – Royal Opera House Immerse Agency / Altair Media
Well thought through strategy and execution, both media and creatively, with proven strong results.
Halifax ‘went local’ across towns that had been shortlisted as a ‘Best place to live’ by The Sunday Times - with OOH at the helm. This was a celebration for Halifax customers and an opportunity for the bank to bring back that feeling that banks can care about the place you live. A cross-channel solution delivered one of the most immersive communication campaigns of 2022.
Halifax Best Places To Live – Halifax, Lloyds Banking Group Zenith OOH / Zenith / NCA
Brand Building
Local Advertising
New Approach
EFFECTIVENESS
Celebrating the effective campaigns of big, small and new advertisers
LOCAL ADVERTISING
NEW APPROACH
Simple, single minded and smart campaign rooted in human insight with strong results. Message, channel and format totally right for objective. Written well with people at the heart of the entry. Well done.
Emily Fairhead-Keen Head of Strategy at Wavemaker
The Ark was inspired to launch a local platform for good after their Managing Director received a lifesaving liver donor transplant in 2011. By leveraging over £150,000 of free Out of Home advertising space in large footfall areas, the campaign resulted in 2,000 athlete, 1,400 spectator and 919 donor run sign-ups, in addition to raising awareness about the importance of organ donation.
Leeds 2022 – The British Transplant Games The Ark Marketing & Media / We Are Liquid / St James Hospital
No More Unhelpful Hacks – Shelter Talon / Yonder Media Safe Spaces – HSBC Talon / PHD / Wunderman Thompson Cash For Trash – Currys Spark Foundry / AMV BBDO
The winners of this award work in or 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.
In 2022, the world witnessed an unprovoked invasion of Ukraine by Russia, triggering the largest displacement crisis worldwide. CIRCA felt compelled to react and within 24 hours, launched a global peace campaign with Yoko Ono, in partnership with the Serpentine. Aiming to reach the widest audience in the shortest time, they partnered with Piccadilly Lights and in 28 days, raised £300K for UN CERF through print sales.
Violence against Women and Girls (VAWG) is a major societal problem. With an aim to shift harmful attitudes through safe intervention, this campaign made major in-roads into building awareness of VAWG, starting difficult conversations and encouraging people to challenge perpetrators of abuse. OOH as a public medium was ideal to lead the conversation in public spaces, upweighted to areas where VAWG occurs. This cross-format campaign enabled nudge messages to be served so attitudes can be challenged and discussed at relevant moments.
Imagine Peace – Yoko Ono CIRCA / Landsec / Piccadilly Lights
This campaign encouraged people who might be living with undiagnosed dementia to come to Alzheimer’s Society for guidance, empowering them to make the right next step and improving the diagnosis experience. OOH was implemented in major cities throughout the UK across roadside, residential, city centre, leisure and commuter sites. Recognising it as a platform which provides opportunity to engage with communities across regions, Alzheimer's Society valued the importance of OOH advertising, its reach and targeting capabilities as well as its power in raising awareness and changing perceptions. As a result of the campaign’s success on launch day, Alzheimer's Society recorded their busiest day ever on the website and a 70% increase in calls to their helpline. This was a powerful and impactful campaign that challenged people’s misconceptions around what dementia is. It also put Alzheimer’s Society at the front and centre of people's minds, as the go to place for information and support on getting a dementia diagnosis.
Dementia Action Week 2022: It’s Not Called Getting Old, It’s Called Getting Ill – Alzheimer’s Society MediaLab / New Commercial Arts / Clear Channel
An emotive campaign, great synergy between the TVC and reinforcing the message in large format OOH.
Joanna Williams Head of Media at Samsung (UK) ltd
Tellmi – Tellmi dentsu / JCDecaux Leeds 2022 – The British Transplant Games The Ark Marketing & Media / We Are Liquid / St James Hospital Bristol’s Clean Air Zone – Bristol City Council Bauer Media / T4 Media Group / Out of Hand / Elonex / I-media / Build Hollywood / Bristol Design / Clear Channel / JCDecaux / Global Media
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.
This campaign was designed to highlight African and Caribbean heritage women affected by domestic and sexual abuse in the UK. Not only did it grab attention, it also prompted thousands to scan the QR code and send letters to their MPs asking to be represented in the Valerie’s Law Parliamentary debate. OOH activity neutralised a historically controversial topic through the riddance of blame and a focus on solution through simplicity. It created a movement that resulted in real social impact.
Forever a champion of representing and supporting marginalised voices, Channel 4 showed up for Pride everywhere. Making a massive impact with multiple OOH formats, they reminded everyone that Pride is nationwide, and not just in the big cities. The campaign demonstrated to those who have left small towns, and those who still live there now, that you can be whoever you are, wherever you are.
Valerie’s Law: The Threat Is Just As Deadly – Sistah Space Clear Channel
During a nationwide nursing shortage, children’s hospice ‘Noah’s Ark’ needed to recruit at least five new nurses. Due to a myriad of external factors, there were simply not enough qualified nurses available to fulfil the roles. Rather than relying on well-trodden ground, an innovative, creative and audience-centric approach was required - and that is precisely what was delivered. OOH placements were secured across London, including key railway stations, such as Russell Square, Kings Cross and Holborn. All areas of strategic importance and within easy commuting distance to The Ark. The creative route chosen was titled 'From the Kids', which speaks from the children's voices themselves - after all, they're the ones looking for nurses to look after them. In the creative, they are not asking for clinical care, they are asking for nurses to play and have picnics with them. It’s also very important that they were able to pull funny faces! As a result of the campaign, brand awareness amongst the target audience and their networks was increased and seven nurses were hired, with 100 call-back requests from prospective applicants.
Nurse Recruitment Campaign – Noah’s Ark Children’s Hospice OMD / OLIVER
Clear entry with strong use of data to help drive relevancy in media placement based on understanding commuting patterns of target audience. Strong results and playful creative that plays on the child's voice.
Daisy Domenghini Managing Director – EMEA at Vaynermedia
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
Annabel Mizen Client Manager – Evolve OOH Georgia Hamp Client Manager – Grand Visual Emily Outram Account Manager – The Ark Marketing & Media
Outstanding Contribution to Outdoor
One to watch for sure, combining a rare talent combination of analytical skills with entrepreneurialism.
Lucy joined Talon in late 2021 as an Insight Executive, fresh out of university. In just under 13 months, she was promoted to Senior Effectiveness Executive, after consistently delivering above and beyond her role. She’s worked tirelessly to prove the effectiveness of OOH for clients and the industry, and has driven the measurement agenda within Talon, where she has utilised data and insight to guide brands on how OOH has contributed to long-term brand performance. Lucy has not only maximised value for clients but has utilised the data to form effectiveness sessions for the business and wider agencies of Talon. She has the ability to communicate complicated data in a clear manner and create digestible insights for clients to aid with their media planning. When evaluating client’s data, she is always one step ahead, thinking about what this means for OOH planning and their next campaign. Lucy is a fantastic talent to have within the industry and is the making of a future leader within OOH.
Lucy Baumgartner Senior Effectiveness Executive – Talon
WINNER
talent
The future leaders of the media and advertising industries
RISING STAR
REPLACE
The premise of Nike’s ‘Never Settle, Never Done’ campaign strategy was built on celebrating the 'outrageous confidence and skill' of women in football, and despite women's football having come a long way, the brand felt it still doesn't get the attention it deserves. The core creative idea was all about connecting iconic female players to English iconic places. All in a way we'd never seen before, as the Lionesses had done with football. The campaign was a visual spectacle, true to the brand and the cause, and was perfectly fitting for the OOH medium - powerful and public. Its eye-catching visuals were an unmissable celebration. It perfectly captured the mood, sentiment, hope and pride of the nation. A pinnacle moment for women's sport that will transform the industry and create a lasting legacy - Nike were there with the Lionesses. Big, bold, iconic, memorable and proud. These OOH projections launched a multi-media campaign, one with creativity, celebration and transformation at its very core; literally shining a light on those leading the change in the game in a BIG way… just as they deserved. A true inspiration for the next generation of athletes.
Clever use of the OOH media in unexpected high-impact placements, fantastic!
Sophie Hall Premium Acquisition Manager at American Express
What strikes me most about the BBC’s work is their ability to keep delivering incredibly creative solutions, again and again.”
Rhidian Taylor Marketing Communications Lead for Electric Vehicles / Volkswagen Group
Incredibly iconic campaign. Perfect use of format to deliver beautiful/impactful creative and drive social / PR reach. Great use of location and creative to drive relevancy. Hugely impactful!
Grant Burke Managing Director at OMD
The best-of-the-best from our category winners
Judge’s Comments
The visual craft winning entry showcases the power of our home in its truest sense, which is pure innovation, pure iconic stature, and brilliant brand building.
Chair of judges, Gideon Spanier UK Editor-in-chief /Campaign
what was great to see is how lots of different types of people… are coming together across insight, analytics, creative and really joining those things together into some really smart planning.
Sarah Nugent Manging Director, PHD
The national social impact category is really important… we set the bar quite high on looking at the results and… it’s really quite humbling and impressive how much social change people are able to drive…
Joanna WIlliams Head Of Media, Samsung (UK) LTD
the Rising Star Awards is almost, in many ways the most important award, because [it allowed us] to see a set of incredible individuals who are genuinely passionate about out of Home… and it really gets me excited to think about what the next 5-10 years of outdoor could do.
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.
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 below.
Keep in touch
CONGRATS TO ALL THE WINNERS
It Could Only Be Müller Corner – Müller Nicola Rust – EssenceMediacom Alex Rubins – EssenceMediacom Kelsey O’Neal – EssenceMediacom Liv Riberts – Kinetic Marina Damato – VCCP Colin McKean – VCCP Emma Houlston – VCCP Nick Van Buuren – VCCP Start Of Season 2022 – Sky Sports Hayley Boath – Rapport Tom Oriel – Sky Christopher Dorn – Sky Creative Nicholas Hoile – Sky Creative Andrea Mancuso – Sky Creative Ravisingh Beeharry – Sky Creative Rob Welch – Sky Creative
Heinz Magic Breakfast – Heinz April O’Driscoll – dentsu Thomas Mason – dentsu Freddie Wright – Carat Dream Big Dreams With Sing 2 – NBCUniversal Hannah Cooper – EssenceMediacom Sacha Owusu – EssenceMediacom James McNulty – Ocean Outdoor Melanie Blood – Ocean Outdoor Catherine Morgan – Ocean Outdoor David Tait – Ocean Outdoor Neal Pennington – Global Emma Bartlett – Global
Tech Innovation
Gigafast – Sky Broadband James Brunton – Rapport Michael Cobb – Rapport Hayley Boath – Rapport James Powell – Rapport Dave Stratton – Sky Jaclyn Beavis – Sky Katherine Thompson – House 337 It Could Only Be Müller Corner – Müller Nicola Rust – EssenceMediacom Alex Rubins – EssenceMediacom Kelsey O'Neal – EssenceMediacom Liv Riberts – Kinetic Marina Damato – VCCP Colin McKean – VCCP Emma Houlston – VCCP Nick Van Buuren – VCCP
Cure Your Flight Shame – Lumo Trains Kirsty Anderson – EssenceMediacom Scotland Genevieve Barreto – EssenceMediacom Anna Wieczorek – EssenceMediacom Ralph Brown – EssenceMediacom Lee Cutter – Hivestack Borislav Atanasov – Kinetic David Bell – Flux Outdoor Liam Rushforth – Flux Outdoor Winning The Hearts And Minds of Gen Z For Starbucks – Starbucks Nicci Loudon – Talon Lauren Smith – Talon Eliza Fowler – Havas Media Charlotte Rudd – Havas Media Lara Loh – Havas Media Andrew Darby – Havas Media Neaz Bhuiyan – Starbucks UK
data and intelligence
Violence Against Women And Girls – Home Office Dan Bayford – Posterscope Tom Murrihy – Posterscope Claudia Barker – Omnigov Hakeem Harris Robinson – Home Office Laura Butterfield – Home Office Laura Jones – Home Office Rachel Gladman – Home Office Made You Look – GWI Harriet Gorman – december19 Katy Clarkson – december19 Simon Labbett – Truant London Don Larotonda – Truant London Russ Willis – GWI Adam Hyslop – Mediabridge Cate Atwell – Mediabridge There’s Nothing Like The First Bite – KFC Annabelle Cunningham – Kinetic
Dream Big Dreams With Sing 2 – NBCUniversal Hannah Cooper – EssenceMediacom Sacha Owusu – EssenceMediacom James McNulty – Ocean Outdoor Melanie Blood – Ocean Outdoor Catherine Morgan – Ocean Outdoor David Tait – Ocean Outdoor Neal Pennington – Global Emma Bartlett – Global The Glory Wall – Durex Callum Davidson-Dean – Zenith UK Florence Ospici – Zenith UK Sara Clark – Zenith UK Giulia Bardelli – Zenith UK Jessica Stock – Zenith UK Rebecca Crutcher – Zenith UK Cadbury Secret Santa – Cadbury, Mondelez Thomas Mason – dentsu India Marlow Prince – Carat Batiste – Mondelez Nicole Dudley – Mondelez
Love Mondays Again – Reed Jamie Williams – isobel Advertising Rob Fletcher – isobel Advertising Lance Boreham – isobel Advertising Tom Dyson – isobel Advertising Ellie Dickinson – isobel Advertising Michael Cheary – Reed Sean Freeman – There Is Studio Eve Steban – There Is Studio Content Worth Paying For – Sky Michael Cobb – Rapport Hayley Boath – Rapport James Brunton – Rapport James Bradbury – Rapport Delivering Meaningful Fun And Fashion For All – H&M Julia Dobbin – Kinetic
brand BUILDING
Proud All Over – Channel 4 Em Gates – Talon Halifax Best Places To Live – Halifax, Lloyds Banking Group Caroline Lee – Zenith Pamela Williams – Zenith Adam Colton – Zenith Dhanashree Sankaye – Zenith Thomas Evans – Lloyds Banking Group Julia Balcombe – Lloyds Banking Group Drew Satchell – Lloyds Banking Group Leeds 2022 – The British Transplant Games John Ainley – The Ark Marketing & Media Clare Wilkinson – The Ark Marketing & Media Nichola Ainley – The Ark Marketing & Media Emily Outram – The Ark Marketing & Media Graham Poucher –The Ark Marketing & Media Kirsty Saville – St James Hospital Hollie Jones – We Are Liquid
Violence Against Women And Girls – Home Office Dan Bayford – Posterscope Tom Murrihy – Posterscope Claudia Barker – Omnigov Hakeem Harris Robinson – Home Office Laura Butterfield – Home Office Laura Jones – Home Office Rachel Gladman – Home Office Imagine Peace – Yoko Ono Josef O'Connor – CIRCA Rozi Rexhepi – CIRCA Derek Manns – Landsec
national social impact
Nurse Recruitment Campaign – Noah’s Ark Children’s Hospice Natasha Davis Whitehead – Noah's Ark Children's Hospice Nigel Webb – OMD Sophie Linnegar – OMD Joseph Cartlidge – OMD Proud All Over – Channel 4 Em Gates – Talon Valerie’s Law: The Threat Is Just As Deadly – Sistah Space Djanomi Headley-Fulani – Sistah Space Ngozi Fulani – Sistah Space Rose Lewis – Sistah Space Charnelle Latouche – Sistah Space Violeta Sofia – Sistah Space
community social impact
CREATIVE
New Worlds Await – Royal Opera House Abbie Toynton – Altair Media Lyndsey Best – Altair Media Abbie Toynton – Altair Media Riyanna Limbachia – Altair Media Ella Lewis-Collins – Royal Opera House Elizabeth Morrison – Royal Opera House Jon Carson – Immerse Agency Alistair Munro – Immerse Agency La Vie Launch – La Vie George Hurford – Rapport Will Ridley – Bicycle Alex Wood – Bicycle Valentina Marchi – La Vie Romain Jolivet – La Vie Winning The Hearts And Minds of Gen Z For Starbucks – Starbucks Nicci Loudon – Talon Lauren Smith – Talon Eliza Fowler – Havas Media Charlotte Rudd – Havas Media Lara Loh – Havas Media Andrew Darby – Havas Media Neaz Bhuiyan – Starbucks UK
new approach
