Introduction
The Winners
WINNERS 2024
#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 2024 winners
THE 2024 Judging panel
Victoria Bickle UK Managing Director / mSix&Partners
Stephanie Brimacombee Global Chief Growth Officer and CEO, EMEA / VCCP
Bobi Carley Head of Media and Diversity & Inclusion Lead / ISBA
Ben Chadd Chief Client Officer / Mindshare
Richard Clay Head of Strategy / Zenith UK
Simon Crunden CEO / Freethinking Group Managing Director / Republic of Media
Danny Donovan CEO / Build Media Limited
Serhat Ekinci Managing Director of UNITE / Omnicom Media Group UK
Omar El-Gammal Strategy Director / Mother
Jason Foo Founder and CEO / BBD Perfect Storm
Eva Grimmett Chief Strategy Officer / PHD
Neil Harrison Head of Media / Virgin Media O2
Flora Kong Client Managing Director / Carat
Claire Marker Chief Client Officer / Manning Gottlieb OMD
Amy Matthews Chief Experience Officer / Hearts & Science
Aimee McKay UK Client Partnership Director & Europe Lead / Clear Channel
Elliott Millard Chief Strategy and Planning Officer / Wavemaker UK
Charlotte Mullan Managing Director / Walk-In Media
Chetan Murthy Strategic Consultant
Jessica Myers Chief Customer Officer / The Very Group
Melissa Orchard Digital Marketing, Media and dCommerce Director for Ice Cream EU, ANZ and Media Director for UKI / Unilever
Gareth Orr Managing Partner and Head of OMD Create / OMD UK
Louise Peacocke Managing Director PGOne / Publicis Media
Catherine Pronzato Managing Director, Client Solutions / EssenceMediacom UK
Mark Smith UK Sales Director / Clear Channel
Denise Turner Chief Executive / Route Research Ltd.
VIEW MORE JUDGES
Aimee McKay UK Client Partnership Director & Europe Lead / Clear Channel UK
Another year, another Outdoor Media Awards (OMAs), and this year marks the 18th which makes them all grown up. Each year the quality of campaigns hitting our streets just gets stronger and stronger, so it’s not surprising that we’ve hit a new record number of entries this year. A big thank you to everyone who’s been involved – from making the idea happen to writing the award! UK Editor at Campaign, Maisie McCabe, was back for the second year as Chair of judges, made up of 30 A-list professionals representing some of the largest advertisers, media agencies and creative shops in the business. They had a tough job of narrowing down the shortlist and deciding on the winners. We appreciate the time, energy and passion given to this. Looking back on the past year, Out of Home (OOH) has continued to fly the flag for its role as an essential Platform for Brands in the real world, and 2023 was a stellar year. As reported by our industry body Outsmart, PWC reported a near 10% growth YoY (£1.3bn,) and the strongest ever H2 performance. Digital played a bigger role than ever, accounting for 65% of all revenue, delivered by a massive 16,000 screens. As an industry we have been collaborating on projects designed to showcase the value of OOH, as well as talking up the industry through individual projects. This includes JCDecaux’s research that looks at the role that OOH can play in mixed media modelling, Global’s partnership with D&AD around creativity, and our insight study on how the medium can build mental availability and tap into category entry points. As a Platform for Good, OOH continues to drive the industry forward. In 2023, a report by PWC revealed that 46p in the pound is given back to the public purse annually, with £411m reported for 2021, all thanks to booked advertising campaigns. We’re proud that OOH is one of the most sustainable, eco-efficient and inclusive advertising channels and that’s why it’s the Right choice, and the Responsible choice for brands. This was reflected in some of the variety of themes coming out of this year’s entries. We saw the power of reach to target audiences at scale, the application of smart data and planning tools, as well as the harnessing flexibility of dynamic Digital OOH. Others focused on communicating messages of responsibility and brand purpose, and creativity also shone through – powerful posters, through to innovative DOOH and those wonderful special activations that created that talkability and brand fame. So, a huge thank you goes out to you all for championing Out of Home, pushing its boundaries and continuing to showcase just how brilliant a medium it is. It really has been a year of celebrating imagination to impact! Until next time… Aimee & Mark
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
Abi Ward Deputy Managing Director / Havas Media UK
Richard Warren Director Brand, Marketing and Experience / Nationwide Building Society
Masie McCabe UK Editor / Campaign / Chair of Judges
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
Uber began selling train tickets through its app in 2022, but uptake was minimal due to users associating the platform with booking cars rather than trains. To bridge this gap, Uber harnessed its recognisable branding and terminology, applying it to the world of trains. OOH was the perfect medium to do this – the creative showed up in and around major train stations across the UK, announcing that you could now book trains via Uber too. Headlines took product names and brand messaging that people were used to seeing on their phones and immortalised them on posters and billboards. Plus, a huge focus of the placements was in and around stations, allowing them to physically ‘rebrand’ train environments with Uber’s message. Uber’s strategy was to target travellers coming in and out of London, eliminating the need for using contactless or travelcards. They aimed to increase awareness of train booking on Uber, by capturing the attention of consumers on existing train journeys and at stations. This approach capitalised on social psychology principles, leveraging familiarity to introduce the unfamiliar and ultimately integrating trains seamlessly into Uber's repertoire.
Uber Trains - Trains, Now on Uber Mother London / GroupM OOH / EssenceMediacom / DOOH.com
BRONZE AWARD
SILVER AWARD
Sky had a specific business challenge: to recruit the next generation of customers. Specifically, an 18-34 audience who favour cheaper, more flexible streaming contracts. Sky's 'The Last of Us' campaign targeted this demographic with a unique Out of Home creative campaign. The emotional slogan, "When you're lost in the darkness look for the light," acted as a rallying cry for fans of the game, drove intrigue amongst non-fans, and provided a platform to innovate their OOH.
Channel 4 commissioned a one-off factual drama to bring the lockdown parties to life. Based on Sue Gray’s report, research and new sources, they shared the untold stories of Partygate, juxtaposing wild nights at Downing Street with public experiences. Inspired by real illegal raves, they spread the invite to the ‘most illegal house party in UK history’, with psychedelic creative and copy such as “Hands, face, bass.” Using OOH, the strategy embraced urban and gritty media placement, positioning Partygate ads alongside real event posters inspired by the 90s rave scene.
This campaign really stood out for us because of its powerful human insight, its contextual relevance and the incredible business results it delivered.
“
Hiscox - The story of your business, underwritten by Hiscox Uncommon Creative Studio / Posterscope / Total Media
Channel 4 – Partygate Talon / OMD / 4Creative / Jack Agency
Sky - The Last of Us Rapport / SCA / EssenceMediacom
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.
The UK hosts a significant Muslim community, and this campaign aimed to support them in observing Ramadan, the holy month during which Muslims fast from sunrise to sunset. Fasting is at the heart of Ramadan, symbolising spiritual discipline. It’s also a time of celebration and joy, with food playing a crucial role in the rituals. ‘Iftar Incoming’ was executed entirely through OOH, chosen for its ability to raise mass awareness. Being on the streets, in the real world, the messaging was amplified and integrated into the fabric of communities across the UK. Sunset dataset was overlaid against Uber’s media plan, to provide exact timings of sunset for every OOH site, on each day. The creative displayed the time of sunset (or Iftar) daily, for each specific location, alongside a prompt to arrange an Uber Eats delivery at the right time to break their fast. Understanding the importance of knowing the exact time for Iftar daily, Uber built a geo-specific dataset of sunset times for the entire month of Ramadan. This dataset, verified by sources recognised by the Muslim Council of Great Britain, did not exist before this campaign.
Uber, Uber Eats - Iftar Incoming Mother London / GroupM OOH / EssenceMediacom / DOOH.com
SHORTLISTED
In Boots, there are 351 mascara products, but Maybelline’s Falsies Surreal Extension Mascara aimed to cut through this with the world’s largest 3D digital OOH activation. Digital avatar “May” appeared to break through screens, using body motion capture and facial detection to blend human and anime characteristics. The 10 and 20-second 3D DOOH creatives showcased May throwing the mascara metres out of the screen, emphasising the Falsies Surreal Extension Mascara’s dramatic effects. This campaign redefined 3D DOOH possibilities.
In 2022, TfL launched the Elizabeth Line, enhancing London's sustainability. This campaign used data to target global travellers, highlighting the line's convenience from Heathrow Terminal 5. Using 42 digital screens across the Arrivals Hall at T5, live departure data from the National Rail API was displayed, ensuring passengers received real-time updates on journeys to central London on the Elizabeth Line. Messaging was tailored to match the language of each flight's baggage carousel, reducing travel friction and making the Elizabeth Line the preferred choice for onward journeys.
An incredibly smart use of real time data that really helped facilitate and support a religious event and tap into the heart of a community at a really important moment in the calendar.
Coca-Cola, Coca-Cola Zero Sugar - #TakeATaste GroupM OOH / EssenceMediacom / DOOH.com / Studio Dialect / JCDecaux / Ocean Outdoor / Savi PepsiCo - Rockstar x Stormzy Talon / Grand Visual / OMD / Ocean Outdoor / Ocean Labs / SmartMedia Technologies EE - Stay Connected at Night Posterscope / EssenceMediacomX / Saatchi & Saatchi
Transport for London, Elizabeth Line - Complex Data, Simpler Journeys GroupM OOH / Wavemaker / DOOH.com / VCCP
L’Oréal, Maybelline New York - Extend Your Lash Reality GroupM OOH / EssenceMediacomX / DOOH.com
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.
Victoria Bickle UK Managing Director at mSix&Partners
Gareth Orr Managing Partner and Head of OMD Create at OMD UK
With a new school year approaching, The Diana Award sought to challenge the unrealistic portrayal of 'back to school' in advertising. To disrupt this, they conducted a study, revealing that 65% of children dread returning to school due to bullying. Their strategy was to use the powerful medium of OOH, combined with shocking, emotive creative to cut through and earn attention. The ‘Back to Bullying’ installation subverted retail displays into a portrayal of school bullying. Located in Westfield, shocking installations included child mannequins posed in a diorama of physical and emotional abuse and faceless children symbolised millions who suffer in silence. This was a world first that transformed a familiar outdoor media space with a dark new context. Signs gave the back-to-school products poignant new meanings: ‘scuff-resistant shoes’ kicking a boy on the floor; a ‘durable backpack’ ripped open beside a crying pupil; a ‘crease-resistant shirt’ being grabbed by the collar and 'easy-tear notebooks’ flying out of the hands of a pupil being tripped. This 360° display depicted four types of bullying with QR codes linking to the Diana Award’s website, while charity reps engaged with passersby.
The Diana Award, Anti-Bullying – Back To Bullying Revolt London / Premier / Jenny Dee
Sela, a sponsorship partner of NUFC, aimed to forge a strong bond with fans by showcasing its commitment to the Newcastle community. To demonstrate its capabilities and create unforgettable experiences, Sela orchestrated a spectacular 8-minute drone show, 48 hours before European football returned to Newcastle. Using over 500 drones, the show featured NUFC’s magpie mascot, team shirts, and the message “We’re Back,“ unifying the city and captivating a global audience. This first-of-its-kind Premier League activation reached over 1 billion people, embodying Sela's “Spectacular Everyday“ ethos.
Audible’s objective was to position itself as the ultimate prescriber of life-affirming comedy content, aspiring to become the home of comedy in the podcast market. Central to the campaign were three OOH special build installations that stopped people in their tracks by depicting humorous mishaps on the worst days. The slapstick-style installations highlighted comedy’s power to improve a terrible day, capturing the attention of not only the industry, but a wide audience along with comedy talent.
So good. The way it was executed was faultless. Amazing results and a brilliant execution that took an existing convention and made it a powerful statement. Outstanding in the category.
Simon Crunden CEO of The Freethinking Group and Managing Director at Republic of Media Ltd
LVMH, Louis Vuitton - Making Media Art with Louis Vuitton & Yayoi Kusama Publicis Media @ Publicis Media Luxe / Energy Budweiser – This Billboard Is Yours To Take Talon / Grand Visual / FCB New York M&S - Love your Boobs…It starts with a BraFit: how M&S put boobs on a pedestal GroupM OOH / Mindshare / House 337 Hatchards - St Pancras International Bookcase Tree Plunge Creations Ltd Netflix - The Witcher Experience Collective Studios / Founders
Audible – Laugh Through It Wavemaker / GroupM OOH / Fold7
Sela x Newcastle United – We’re Back Spectacle Partners / CSM
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
Adidas UK, Originals - adidas FW23 Originals EssenceMediacom / GroupM OOH / U-DOX Lucky Saint - Lucky Saint: Dry January Saviour Campaign Karmarama and Rankin / Sun Lee / Otherway / Squadron Venture Media
RSPCA - How reaching for the Sky(rise) with DOOH delivered RSPCA's Christmas Wish John Ayling & Associates / Skyrise Reckitt, Cillit Bang - Banishing Mould across the UK with a DOOH bang Zenith / Reckitt / IIG PepsiCo, Walkers - Walkers 100 Calories Talon / OMD UK
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.
Cancer, Scotland's leading cause of death, disproportionately affects 40+ C2DE men. The Scottish Government leveraged OOH, utilising indexing, paper 6-sheets and phone boxes in select areas where a higher percentage of deprivation was identified. Following the journey of C2DE adults in their everyday lives, a digital schedule tracked behaviours of those living in the highest indexing locations. Panels located in proximity to male-heavy venues such as pubs and bars aimed to drive awareness, with them being a safe space for conversation.
Elastoplast utilised DOOH to enhance brand recall and drive sales strategically. Their PRDOOH campaign employed a data-driven approach, ensuring activations played only during pertinent moments across media placements with retail opportunities. Data, including Dentu’s Outdoor Consumer survey, underpinned every decision. The campaign featured a Digital 6-sheet strategy, strategically placed at locations like train stations and service stations, closely tied to family outings. Activation was triggered during favourable weather conditions (16 degrees+ and dry), maximising product association.
Beiersdorf, Elastoplast – Elastoplast Summer - Programmatic DOOH Dentsu OOH / Carat UK / Hivestack / Clear Channel / i-Media / JCDecaux
Scottish Government – Detect Cancer Early Talon / Republic of Media / Leith
The UK hosts a significant Muslim community, and this campaign aimed to support them in observing Ramadan, the holy month during which Muslims fast from sunrise to sunset. Fasting is at the heart of Ramadan, symbolising spiritual discipline. It’s also a time of celebration and joy, with food playing a crucial role in the rituals. For Uber's "Iftar Incoming" campaign, they leveraged geo-specific sunset-time data tailored for the UK Muslim community during Ramadan, integrating it into their OOH media plan to create a contextually relevant and dynamic campaign. Targeting key cities with high Muslim populations such as Birmingham, London, Liverpool and Manchester, each creative displayed the precise time of sunset (or Iftar) everyday, for each specific location, prompting users to schedule their Uber Eats deliveries accordingly. "Iftar Incoming" was exclusively an OOH media campaign, chosen for its powerful mass-awareness capabilities. By being prominently displayed on our streets, it ensured that the welcoming message of "Iftar Incoming" became an integral part of communities across the UK.
Diversity at the heart and an incredibly rich and innovative use of data. This entry was fantastic to read. Strong role for the brand, strong use of data, and effective results. Thank you.
Claire Marker Chief Client Officer at MG OMD
Bethesda, Starfield - Calling All Explorers Havas Entertainment / Havas Media / Havas Play / Generation Media Nationwide - Branch Promise GroupM OOH / Wavemaker / New Commercial Arts KFC - We’re sticking with Chicken GroupM OOH / Mindshare / Mother London Warner Bros., Barbie - Paint the Town Pink Kinetic / PHD
This award celebrates campaigns that strategically used two or more Outdoor formats to make the campaign more successful.
When Asahi Super Dry was announced as the official beer sponsor of the 2023 Rugby World Cup, it was unexpected: an English game in France, sponsored by a Japanese lager. The mission? Convert casual rugby fans by owning pre-game and social moments through dynamic, culturally relevant OOH. They executed a multi-format campaign with roadside 6 and 48-sheets, dynamic D6s with live updates, and a station domination at London Bridge with turf tunnel wraps and escalator strips. Plus, LED branded buses swept through the city, illuminating the night.
TalkTalk’s challenge was to capture market share during the rollout of Full Fibre Broadband (FTTP) against competitors with a significant advantage in FTTP awareness. They devised a strategy to “Win the WiFi War – street-by-street”, leveraging data to pinpoint areas where FTTP was in demand to maximise impact while minimising wastage. OOH emerged as the pivotal channel for driving spontaneous awareness, enhancing Full Fibre association, and bolstering brand perceptions at a hyperlocal level. From traditional billboards to ad-gates, petrol nozzles and coffee cups, this cross-format approach maximised impact and efficiency.
TalkTalk, Full Fibre - “Speed Up, Spend Less” mFuse / GroupM OOH
Asahi UK, Asahi Super Dry - Beyond Expected: Asahi and the Rugby World Cup GroupM OOH / Wavemaker / DOOH.com
In a cluttered market focused on performance marketing, Hiscox’s shift to lower funnel customer acquisition led to declining brand metrics and increased acquisition costs. Over three years, a strategic reversal was prompted - Hiscox needed to boost awareness and rebuild its brand. Regaining its mojo, Hiscox proudly declared its resurgence to feel bigger, bolder, and better. The focus then shifted to highlighting risk awareness, as 80% of SMEs were found to be underinsured. Hiscox wanted to maximise impact by bringing to life, in real life, the risks that SMEs face. They launched one of the largest OOH special build campaigns ever. Each of the 21 builds depicted authentic risks that could be protected by Hiscox Insurance, from a burst water pipe to 3D ‘peely’ posters and sparking broken wiring. Algorithms using SME business data identified high-indexing sites, extending reach to less considered suburbs. The core campaign featured national roadside ads to drive saliency and trust. Large format commuter media added frequency, complemented by hand-selected digital iconic locations conveying stature in the capital and regional hubs.
Hiscox – Your Business Story Posterscope / Total Media / Uncommon Creative Studio
Great example of multi format with a single creative strategy. Each location and each piece of creative is semi-bespoke. This is really powerful. Someone has thought really heavily about how this is going to play out. Well done.
Elliot Millard Chief Strategy and Planning Officer at Wavemaker UK
Bethesda, Starfield - Calling All Explorers Havas Entertainment / Havas Media / Havas Play / Generation Media Uber, Uber Trains - Trains, Now on Uber Mother London / GroupM OOH / EssenceMediacom / DOOH.com
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.
A staggering 77% of girls with low body confidence try to change or hide a part of their body before posting a photo. In response, Dove launched #TurnYourBack, targeting aesthetic pressures intensified by the #BoldGlamour filter. The campaign spanned Out of Home and TikTok, urging users to turn their backs to prevent the filter from distorting their faces. High-visibility OOH activations, including Waterloo station, ensured broad reach and high dwell time, addressing the pressures of unrealistic beauty standards.
Nationwide launched Fairer Share, sharing £340m of its annual profits with members, setting itself apart from banks. OOH led the campaign, providing unparalleled reach, and newsbrands and financial publications positioned Fairer Share as headline news. They dominated Bank Station, including cross-tracks, the travellator, and the 'Globe' concourse, and took over the Clapham Colossus. The final phase targeted local communities with a high street campaign in proximity to Nationwide branches, supported by ongoing print and online ads in top-performing titles.
Nationwide - Fairer Share GroupM OOH / Wavemaker / New Commercial Arts
Unilever, Dove - #TurnYourBack: Calling Out Toxic Beauty Standards Unilever / Mindshare / GroupM OOH / Ogilvy
Channel 4 commissioned a one-off factual drama to bring the lockdown parties to life. Based on Sue Gray’s report and extensive research, they told the untold stories of Partygate, juxtaposing wild nights at Downing Street with the experiences of the general public. The goal was to attract viewers despite the nation’s covid fatigue. With OOH being the backdrop to people's lives, the strategy was based on being present on formats which fitted the style of urban and gritty media placements. Inspired by illegal raves, Channel 4's campaign featured national fly posters (positioned alongside 90s rave-inspired posters), TV teasers, CRM push notifications, and tear-out wristband newspaper ads. Guerilla ads in Westminster displayed a phone number which led curious callers to a pre-recorded invitation from Boris Johnson. The OOH campaign showcased psychedelic designs and cheeky slogans such as “Hands, face, bass” and “It’s not called Downing Street for nothing”. The OOH for this campaign was supported by several subtle placements, including teasers ran on C4 alongside continuity announcers passing the mic to “DJ BJ” who emceed the channel’s airways, introducing some of their biggest shows whilst promoting Partygate.
Clearly defined use of OOH. Interesting use of culture, and 90s rave scene/audience insights to elevate the campaign. One that really stood out.
Abi Ward General Manager at Havas Media UK
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
Lucky Saint - Lucky Saint: Dry January Saviour Karmarama and Rankin / Sun Lee / Otherway / Squadron Media
Capital One - Evolving Our 'One Good Thing' Strategy with 3D Deepscreen and Dynamic Techniques the7stars / Kinetic / Fold7 / DOOH.com PepsiCo – Pepsi Max Christmas 2023 Talon / Grand Visual / Red Dot / OMD UK Mondelez – Cadbury Christmas Coins Publicis Media / VCCP / Energy / Global Street Art
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.
In 2023, Upfield showcased their "skip the cow" messaging with humour and impact. Their Flora Plant Butter campaign debuted during Veganuary, urging consumers to rethink whether they did indeed need to pass their butter through a cow. Upfield used high-impact formats like the Cromination and Waterloo Motion for maximum visibility. They also created buzz with 3D cow banners in Peckham and Birmingham, and a 3D Flora Plant Butter block on Piccadilly Lights. These efforts built the brand and garnered significant earned media attention on social platforms.
Upfield, Flora Plant Butter – Skip The Cow Dentsu OOH / Dentsu X / Pablo
Just Eat – Just Eat 2023 OOH Approach UM Manchester / McCann
As the UK emerged from the pandemic into a cost-of-living crisis, Napolina faced tough competition. Research showed that no Italian food brand was standing out, with all focusing on provenance, authenticity, and quality. Napolina needed to build a distinctive brand with bold, Neapolitan swagger. To achieve growth, Napolina had to break the cycle of decline and build brand awareness through impactful media. The goal was to drive long-term success and brand preference by showcasing the brand's 'Not so Humble' personality, driving dwell time and engagement. To win at the point of purchase, Napolina reinforced its quality credentials and elevated the everyday through strategic media placements. Focusing on premium OOH, all roadside OOH ads were placed within 1km of major supermarkets and digital versions skewed to evening drive-time. A Smooth radio partnership from 4-7pm made Napolina unmissable during the commute home. A new special-build billboard near London's Mercato Metropolitano market featured a 3.8m pillar topped with a 1.3m can, literally putting Napolina's tomatoes on a Neapolitan pedestal.
Princes Ltd, Napolina – Not So Humble GroupM OOH / Wavemaker / Lucky Generals
Nice mix of LT branding approach/master brand, and specific shows… + BBC platform. Varied creative executions across format and environment [with] different executions.”
Bumble UK – Wanderlove Havas Media / Havas Entertainment / Evolve OOH / Global LNER - Protect, Connect & Grow May Burst MG OMD / Posterscope / M&C Saatchi Fresh - Using real survivors to encourage quitting smoking Bonded Agency / Story
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.
In 2022, Transport for London (TfL) launched the Elizabeth Line, aiming to make London a more sustainable city and generating revenue for TfL. One way to do this was by facilitating travel from Heathrow to Central London. The objective was simple – begin to build trip share from Heathrow for the new crown jewel in the TfL network, by increasing passenger numbers from Terminal 5. The challenge was – how do they engage international travelers, thousands of miles from familiarity and surrounded by a language not their native tongue? To address travelers defaulting to the Heathrow Express or Uber, TfL used data-driven out-of-home (OOH) advertising to make the Elizabeth Line the easy choice. As passengers touched down, they were reached via 42 digital screens, situated on the baggage carousels across the Arrivals Hall at Terminal 5, displaying real-time updates on Elizabeth Line departures. Additionally, the messaging was tailored to the primary language of each flight's origin, using flight arrival data to update screens in multiple languages. It doesn’t sound simple, but the result was beautiful simplicity, and better journeys for millions of travelers.
Transport for London, Elizabeth Line - The World’s Smallest Global Campaign GroupM OOH / Wavemaker / DOOH.com / VCCP
Very clever use of Outdoor and interesting interpretation of local. Really smart and identified where to hit its audience. Simultaneously local and global.
David White Strategy Partner at PHD
National Highways, HGV – Know the Zones MG OMD / OmniGOV @ MG OMD / Wavemaker / Adriver / Posterscope / FCB Inferno
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.
From 2018-2022, bet365 faced new competition and gambling ad restrictions reducing TV ratings. Their new approach combined emerging media channels with TV, OOH, social video, and audio. Using Lumen attention data, they calculated Cost per Attentive Seconds for “Meaningful Reach,” combining live sport, video, OOH, and emerging media. OOH provided the necessary visibility and impact, starting with iconic sites like the Cromination and M4 Towers, and a national campaign of nearly 400 digital and backlit panels, time-targeted to teams' colours.
Christmas is crucial for the RSPCA to fundraise for animal rescue. In 2023, they teamed up with Skyrise to raise awareness, substantial funds and attract donors. They created cohorts of audiences to reach through Skyrise’s programmatic OOH network. Skyrise mapped this data against DOOH screens, combinations, and times/days of the week to garner the highest penetration of their audience. This was supported with integrated mobile display retargeting and digital audio. This new approach surpassed their goals, aiding the RSPCA's mission to rescue animals from cruelty.
RSPCA – How reaching for the Sky(rise) with DOOH delivered RSPCA’s Christmas Wish John Ayling & Associates / Skyrise
bet365 – Never Ordinary Republic of Media / Talon
With Hardys as its flagship brand, Accolade Wines needed to protect sales and maintain its category leadership amid rising supply chain costs and increased wine duties. To combat this, Accolade Wines aimed to rebrand Hardys as a premium product. While older, retired customers remained loyal, younger, working-age buyers showed reduced loyalty and increased switching. Thus, the campaign targeted this demographic to improve brand consideration, image, and purchase intent. Accolade Wines shifted from TV to OOH advertising to reach younger, affluent commuters. Investing in super-premium, standout sites, they aimed to demonstrate category leadership and chose large, spectacular placements typical for luxury brands to build trust in Hardys. Large format digital formed the core of their strategy, with premium sites in cities including The Cromination in London, the Bullring in Birmingham, and the Printworks in Manchester, plus many more. To reach rail and underground commuters, they complemented this with a programmatic layer to access a range of premium digital formats with a bespoke Hardys audience. They also bought Digital Escalator Panels in their highest indexing tube stations, ensuring high-attention, unmissable placements consistent with our premium strategy.
Accolade Wines, Hardys – The Joy of Certainty Yonder Media / Talon / Above+Beyond
Clear objectives that translated into their executions. You can see how the executions mirrored what they were trying to achieve, and the results showed. A clear winner for me.
Ben Chadd Chief Client Officer at Mindshare
ALDI needed to overcome the challenge of customers defaulting to their nearest supermarket. To encourage new customers to travel the 'extra mile' to ALDI, they utilised OOH's neighborhood dominance. Optimal OOH locations were identified on a store-by-store basis, targeting influential audiences. Key battlegrounds were within a mile of an ALDI store but closer to another 'big six' supermarket, aiming to redirect footfall. This methodical approach resulted in a tailored OOH digital campaign with the precision of local planning, with the scale of a larger campaign.
ALDI - Go The Extra Mile! Starcom / McCann Manchester
Brand Building
Local Advertising
New Approach
EFFECTIVENESS
Celebrating the effective campaigns of big, small and new advertisers
BranD Building
LOCAL ADVERTISING
NEW APPROACH
Brilliant well thought out execution, great use of distinctive brand assets and great media placement! Love the special build utilising the heritage of the brand.
Jessica Myers Chief Marketing Officer at The Very Group
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.
TikTok, TikTok Eurovision 2023 - OOH encapsulates musical moment for TikTok & Eurovision 2023 Zenith / Electric Robin / Preen
Twinings – Repositioning Twinings as a modern wellbeing drinks brand Craft Media London / Kinetic / the7stars / Uncommon Creative Studio ALDI – Go the Extra Mile! Starcom / McCann Manchester Merlin Entertainments, Alton Towers Resort – The Curse at Alton Manor Launch GroupM OOH / Wavemaker / TBWA\MCR MOJU – Wake. Shake. Boom. Rapport / Bicycle / Who Wot Why / Global / Ocean / Clear Channel
Highly Commended
IKEA - Big Blue Bag Mother London / HELO
The Prince’s Trust - Empowering Hope: The Class of Covid Campaign T&Pm / Clear Channel
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.
The UK boasts one of the largest gambling markets globally. Despite the common belief that gambling harm is solely financial or relational, it can affect every aspect of life. GambleAware’s objective was to enhance societal understanding of gambling harms and encourage those affected to seek help. OOH enabled targeted messaging in environments where gambling is prevalent. OOHTV aired in Power League venues and football stadiums, reaching both fans and the wider populace. A crushed billboard outside Emirates Stadium underscored the campaign's impact, driving positive change by urging help-seeking behaviour.
To stand out amidst International Women’s Day messaging, Scottish Widows utilised their data and insights from their Retirement Report to spotlight the gender pension gap injustice OOH, a known medium for affecting social change, provided the ideal platform for their voice, fostering unity and enabling impactful conversations. Leveraging DOOH for flexibility, they targeted Key Opinion Formers and Working Women across large format sites, ensuring their message reached influential audiences during the critical 5-day period.
Lloyds Banking Group - Scottish Widows’ pension gap confronts Rishi Sunak Zenith / adam&eveDDB
GambleAware – Stigma OmniGOV @ MG OMD / Posterscope / Lucky Generals
Five million children in the UK experience bullying, with serious long-term mental health impacts. The Diana Award runs the UK’s most effective bullying prevention programme, training 50,000 Anti-Bullying Ambassadors in over 5,000 schools. To highlight school bullying and drive registrations for the programme, they needed to reach a wide audience on a tiny budget. As the new school year approached, The Diana Award saw an opportunity to disrupt the unrealistic portrayal of 'back to school' in advertising. A study revealed '65% of children dread going back to school due to bullying'. The strategy was to reframe this narrative using OOH and shocking creative. They hijacked the back-to-school period with an installation, transforming a familiar outdoor media space with this dark new context. Child mannequins were posed in scenes of abuse, symbolising the millions suffering in silence. Signs gave back-to-school products poignant meanings, such as ‘scuff-resistant shoes’ kicking a boy on the floor. The installation depicted four types of bullying in a 360° display and was supported by animated posters, mimicking back-to-school ads but showing a crying child, with ‘Back To School’ scribbled out and ‘Back To Bullying’ written on.
The Diana Award, Anti-Bullying – Back to Bullying Revolt London / Premier
What a powerful, well-conceived and executed campaign - hats off to all involved. Love the idea of harnessing the ‘Back to School’ moment in a new way. Brave, bold and brilliant use of OOH… absolutely delivered on the campaign objectives.
Fresh - Using real survivors to encourage quitting smoking Bonded Agency / Story Tower Hamlets Council, Young Tower Hamlets - Young Mayor Applications and Elections Young Mayor Team / Young Tower Hamlets Youth Service
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.
In a bid to raise awareness of the Anthony Nolan Stem Cell Register among 16–30-year-olds, free advertising space was secured to aid a local girl diagnosed with Acute Myeloid Leukaemia in finding a donor match. The campaign spanned 48-sheet displays across Leeds, Bradford, Huddersfield, Liverpool, and even the Southeast. Additionally, screens at Leeds train station and prominent sites at large local events featured the campaign. This initiative exemplifies the impactful role of Out-of-Home advertising in supporting individuals in need.
In Summer 2023, Leeds Hospital Charity introduced the Leeds Bear Hunt, a free family-friendly adventure boasting fifty giant Bear sculptures across Leeds. The initiative aimed to raise funds for a welcoming Leeds Children’s Hospital, supporting families navigating difficult times. Timed during the summer holidays, the campaign targeted parents and grandparents planning outings with children. OOH formats, including bus rears and streethubs, amplified the message, ensuring broad exposure and frequent engagement among the charity’s key audience.
Leeds Hospitals Charity - Leeds Bear Hunt The Ark Marketing & Media
Team Emily - Emily Needs You - Stem Cell Donor Appeal The Ark Marketing & Media
E-bikes are London’s fastest growing fire risk. 2023 saw an increase in e-bike and e-scooter related fires, with Tower Hamlets significantly higher that other boroughs. With 80% of homes being flats, this was a particular concern because of the rapid rate at which fire could spread. The Council acted and launched a multi-channel awareness campaign. Working in partnership with the London Fire Brigade, they launched a localised version of their city-wide #ChargeSafe campaign, with Tower Hamlets own unique branding and assets that ran on sites positioned in high footfall areas. A key part was a highly visual Out of Home campaign that stood out from other council messaging by using eye-catching imagery to showcase incidents post-fire. It was designed to reach diverse audiences and was also translated into Bangla for the Bangladesh community. Aligning the OOH campaign with the other campaign activations was key to ensuring a cohesive message and thorough roll-out. Through this campaign, and the joint work with the Council’s Trading Standards team, the Council were able to significantly reduce the number of monthly fires within six months.
Tower Hamlets Council - #ChargeSafe Tower Hamlets London Fire Brigade
Great impactful results, that saved lives and fantastic to see the broader (worldwide) firefighter community involved.
Charlotte Mullan Managing Director at Walk-In Media
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
RNIB – See the Person GroupM OOH / Wavemaker / T&Pm / DOOH.com Scottish Government – Detect Cancer Early Talon / Republic of Media / Leith
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
Riyanna Limbachia Trading Specialist - Altair Media London Su Ozbek International Out of Home Specialist - Mediabridge Global
Outstanding Contribution to Outdoor
Top scores for Hector in this extremely impressive entry, where he is excelling across all areas of the criteria. In addition to his evident passion driving great results for clients, Talon and embracing tech through PrOOH, it is really heartening to read about the time he has spent upskilling his colleagues, and also demonstrating critical changes in inclusivity as part of his extensive DEI efforts. Well done Hector, this entry makes me feel very excited for the future of our industry.
Amy Matthews Chief Experience Officer at Hearts & Science
After joining Talon in late 2021 as an Account Executive in the Product & Data team, Hector threw himself into the deep end, keen to demonstrate the untapped potential of programmatic OOH. Not only working on enhancing client campaigns he has also focused on elevating the Talon’s proficiency, significantly contributing to Talon's digital evolution, and ensuring Talon’s agency teams are upskilled on their tools. In 2023, Hector was instrumental in educating Talon’s agency teams on data-driven, audience first OOH planning. He created training decks, instructional videos, supported a business-wide training week, led over 30 group training sessions for agency teams, co-ordinated data partner presentations, on top of delivering his usual responsibilities. He also led the development of in-house tracking tools for programmatic spend, which are now used by all teams across Talon’s UK business. Moving to the Havas team in October 2023, he now uses his skills to support their growth, upskill Talon’s agency partners and drives PrOOH by heading up the Atlas super user group. In recognition of this, he was promoted to Client Manager in January 2024. Hector’s impact extends beyond the boardroom and into the heart of Talon's culture. He’s an active member of the 'Belong COG' (Talon’s DEI committee) and an LGBTQ+ champion, including being the lead in organising LGBTQ+ History Month activities. He has also organised external speakers to come in and educate the business on the importance of inclusion and led the initiative for the use of pronouns in email signatures. This has been widely embraced, becoming standard practice for all new starters at Talon and is supported by the UK leadership team. Hector has also fostered connections between Talon and external Queer organisations including Intermedia and Stonewall. These partnerships not only enhance the company's diversity networks but also demonstrate Talon's commitment to the LGBTQ+ community. All of this makes Hector a worthy winner of this year’s Rising Talent award.
Hector Wylie Client Manager – Talon
WINNER
talent
The future leaders of the media and advertising industries
RISING STAR
REPLACE
In 2022, TfL opened the Elizabeth Line. The line has a crucial role to play in making London a more sustainable city and generating revenue. The objective was to build trip share from Heathrow for the new crown jewel in the TfL network, by increasing passenger numbers from Terminal 5. However, encouraging passengers at Heathrow to opt for the Elizabeth Line presented unique hurdles. Often weary travellers, thousands of miles from home and navigating a foreign language, sought the path of least resistance in their decision-making process. This posed a significant challenge, as they were more inclined towards the familiar Heathrow Express or ubiquitous Uber. To counteract this, TfL employed data-driven OOH advertising to streamline the decision-making process for passengers. Timing was crucial, and OOH allowed them to intervene at just the right moment, in just the right place. 42 digital screens stationed at baggage carousels across the Arrivals Hall at Terminal 5 delivered real-time updates on Elizabeth Line departures, ensuring passengers were informed without being overwhelmed. Furthermore, they tailored messaging to match the flight origins of passengers, using language cues from flight arrival data. This personalised approach, displaying content in both English and the passengers' native language, minimised friction and made the Elizabeth Line the intuitive choice for their onward journey. Executing this campaign was no small feat. TfL served over 4 million personalised messages in five different languages - all within the confines of a single room. However, the effort paid off handsomely. This triumph paves the way for further innovations in passenger engagement, underscoring TfL's commitment to enhancing the traveller experience and shaping the future of transportation.
Incredibly strong campaign idea and brilliantly well executed.
Eva Grimmett Chief Strategy Officer at PHD
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
The Grand Prix stood out because it hit all the criteria, delivered powerful results and just totally nailed it.
Maisie McCabe UK Editor at Campaign
The best-of-the-best from our category winners
Judges’ Comments
The standard of entries was so high, all of the categories could have had multiple winners.
Chair of judges, Gideon Spanier UK Editor-in-chief /Campaign
The OMAs are so special because there is so much creativity in one room, it’s full of buzz and excitement.
Ben Chadd Chief Client Officer – Mindshare
What I love about OOH is the constant innovation, the reach, the creativity and the potential. I know we'll see even more exciting awards and different ways to show up next year.
Stephanie Brimacombe Global Chief Growth Officer and CEO, EMEA at VCCP
The entries that rose to the surface were the ones that connected the creative art with the business results at the end. The standard of entries was incredibly high and it made our lives very difficult as judges.
We would like to extend our congratulations to all the winners and shortlisted entries for this year’s Outdoor Media Awards. Our judges were blown away by the number and quality of submissions this year, and from everyone on the OMAs team we would like to say a huge thank you for being involved.
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 by clicking the button below.
Keep in touch
CONGRATS TO ALL THE WINNERS
Uber Trains - Trains, Now on Uber Felix Richter – Mother London Oli Rimoldi – Mother London Anthony Montagne – Mother London Liy Grant – Mother London Georgia Armstrong – Mother London Sam Rendle-Short – Mother London Ben Waters – Mother London Mike Mercer-Brown – Mother London Matt Sadler – Mother London Channel 4 – Partygate Emily Gates – Talon Sky - The Last of Us Rachel Fielding – Sky Sam Rhodes – Sky James Bradbury – Rapport James Brunton – Rapport James Powell – Rapport Elliot Ford – EssenceMediacom
Uber, Uber Eats - Iftar Incoming Felix Richter – Mother London Carrie Murray – Mother London Ali Milne – Mother London Paloma Gardiner – Mother London Omar El-Gammal – Mother London Mike Mercer-Brown – Mother London Amy Williams – Mother London Ben Waters – Mother London
Tech Innovation
The Diana Award, Anti-Bullying – Back To Bullying Matt Roach – Revolt Sarah Levitt – Revolt Orlando Warner – Revolt Julie Cook – Revolt Jenny Dee – Freelancer Matt Davis - Premier Sela x Newcastle United – We’re Back Ibrahim Mohtaseb – Sela
Uber, Uber Eats - Iftar Incoming Felix Richter – Mother London Hannah Tarpey – Mother London Ali Milne – Mother London Paloma Gardiner – Mother London Omar El-Gammal – Mother London Mike Mercer-Brown – Mother London Amy Williams – Mother London Ben Waters – Mother London Beiersdorf, Elastoplast – Elastoplast Summer - Programmatic DOOH Richard Gladders – Dentsu Lee Cutter – Hivestack Agata Gajek – Hivestack James Glynn - Carat Scottish Government – Detect Cancer Early Deborah MacKay – Republic of Media Becky Inglis – Scottish Government Andrea Kinvear – Scottish Government Thea McGovern – Leith Jack Finch – Talon
data and intelligence
Hiscox – Your Business Story Jodie Hall – Posterscope Emma Monk – Posterscope Ed Birth – Hiscox Tom Froggett – Hiscox William Hanmer-Lloyd – Total Media George Michael - Total Media TalkTalk, Full Fibre - “Speed Up, Spend Less” Gareth Rees – mFuse Stamatia Kostarigka – mFuse Kate Elliott – TalkTalk Lucy Chattaway – TalkTalk Becky Hulme – Kinetic James Bramley – Kinetic
Channel 4 – Partygate Emily Gates - Talon Unilever, Dove - #TurnYourBack: Calling Out Toxic Beauty Standards Lucy Gratton - Unilever
Upfield, Flora Plant Butter – Skip The Cow Mollie Higgins – Dentsu Matt Bond – Dentsu Mike Skene – Dentsu Elle Mitchell – Dentsu X Richard Swindell – Dentsu X Ellie Stokes – Dentsu X Just Eat – Just Eat 2023 OOH Approach Beth Hardie – UM Manchester May O’Brien – UM Manchester Caitlin Cartledge – UM Manchester Lauren Everitt – UM Jodie Coulson – UM Lily Moore – UM
brand BUILDING
ALDI - Go The Extra Mile! Michael Huckerby – Starcom Chloe Wilkinson – Starcom Josie Campbell – McCann Manchester Ella Timmins – McCann Manchester Darren Guy – Starcom Alice Rozet - Starcom TikTok, TikTok Eurovision 2023 - OOH encapsulates musical moment for TikTok & Eurovision 2023 Tommy Wong – Zenith Rebecca Crutcher – Zenith Polly Doyle – Zenith Meg Bagnell – Zenith Meg Burns - Zenith
The Diana Award, Anti-Bullying – Back to Bullying Matt Roach – Revolt Sarah Levitt – Revolt Orlando Warner - Revolt Julie Cook – Revolt Jenny Dee – Freelancer Matt Davis - Premier Lloyds Banking Group - Scottish Widows’ pension gap confronts Rishi Sunak Anna Mere – Zenith Lindsay Montgomery – LBG Scottish Widows Claire Blyth – LGB Scottish Widows Miti Shah – adam&eveddb Caroline Lee – Zenith Rebecca Crutcher – Zenith GambleAware – Stigma Sophia Durrani – MGOMD Maxine Ames – MGOMD
national social impact
Tower Hamlets Council - #ChargeSafe Tower Hamlets Andy Hemming – Tower Hamlets Council Adam Renvoize – Tower Hamlets Council Hannah Marshall - Tower Hamlets Council Elsa Baxter - Tower Hamlets Council Leeds Hospitals Charity - Leeds Bear Hunt Laura Webb – Leeds Hospitals Charity Emily Outram – The Ark Marketing & Media John Ainley – The Ark Marketing & Media Nichola Ainley – The Ark Marketing & Media Claire Wilkinson – The Ark Marketing & Media Team Emily - Emily Needs You - Stem Cell Donor Appeal Emily Outram – The Ark Marketing & Media John Ainley – The Ark Marketing & Media Nichola Ainley – The Ark Marketing & Media Claire Wilkinson – The Ark Marketing & Media
community social impact
CREATIVE
Accolade Wines, Hardys – The Joy of Certainty Mili Posa – Yonder Media Chen Cui – Yonder Media Adam Boucid – Yonder Media Sam Alsemgeest – Talon Outdoor RSPCA – How reaching for the Sky(rise) with DOOH delivered RSPCA’s Christmas Wish Jenny Broadley – RSPCA Sophie Bellon-Gibbons – John Ayling & Associates Rebecca Seston – John Ayling & Associates Mark Burton – Skyrise Helen Logan - Skyrise bet365 – Never Ordinary Simon Crunden – Republic of Media George Frielick – Republic of Media
new approach
