Top campaign picks for 2020
With 2020 coming to a close, we think it’s only fitting to look back on the top Out of Home creative picks for the year. Campaigns that pushed creative boundaries and leveraged the digital capabilities of our medium.
oOh!’s Art Director Will Pavey gives us a look into his top picks with Doritos, Fitness First and New Zealand Electoral Commission topping the list.
Campaign: Doritos Food Truck Classics
Doritos, PHD Media, Isobar and oOh!media collaborated to push the creative boundaries and deliver an unmissable outdoor media campaign at oOh!’s Newtown bus shelter supersite. Doritos Food Truck Classics were brought to the street with an immersive special build installation that included artwork and the physical features of a food truck. The bus shelter, lit with neon roof signage, was wrapped in branded decals and invited commuters to take a seat with bespoke and classic food truck seating. The campaign was awarded the Q1 Grand Prix in the OMA’S Creative Collection and was also the ‘Best use of Innovation’ Winner.
‘Bus shelter special builds are a great way to bring unexpected fun to the streets, this one from Doritos, delivered big impact for those passing by as well as immersing those who used the shelter. The overall build perfectly captured the colour and vibe of the new Doritos range and had the audience interacting and sharing their experience via social.’
Client: Fitness First
Campaign: Fitness First
Fitness First took to Out of Home media to broadcast the reopening of their gyms in NSW with a campaign that inspired the audience to get back to their local Fitness First and back on track with their fitness goals. The campaign is an excellent demonstration of how Digital Creative Optimisation (DCO) can be achieved in Out of Home, through maximising the value of every play. By displaying localised messaging, oOh! and Fitness First ensured the right message, reached the right people, in the right place and at the right time.
Through cross referencing location data, each ad placement displayed the name of the nearest club as well as the address, the walking distance to the club and a testimonial from a member of that club with an associated image. oOh!’s creative studio also created a special feature enabling the client to temporarily hide individual clubs, ensuring the client could react to changing circumstances.
‘This campaign from Fitness First is a great example of delivering hyper local messaging at mass scale. The client is effectively able to deliver numerous contextually relevant messages via one piece of creative and can remain agile to changing circumstances.’
Client: The National Gallery of Australia
Campaign: Know My Name
Earlier this year, oOh! and the National Gallery of Australia (NGA) launched the nation’s largest outdoor art event Know My Name, an initiative aimed at increasing the representation of Australian women artists and celebrating the contributions they make to Australia’s cultural life.
Taking the partnership to another level, oOh! and NGA partnered with Google to harness its Lens technology, delivering an interactive experience that shines a light on these incredible artists. Google custom-built an immersive audio-visual capability, allowing audiences to engage with the Out of Home panel and uncover the story behind the six women artists featured: Melinda Harper, Nora Heysen, Olive Cotton, Robyn Stacey, Grace Cossington Smith and Sally Gabori. See how it works here: https://youtu.be/bVU3OMarE3E
‘The innovation of this campaign delivers something original, immersive and unexpected that enhances public spaces for people as they go about their day. By giving passers-by an opportunity to interact and connect with works of art and artists, the campaign provides a genuine gallery experience on the city streets, using clever tech along the way’
Client: New Zealand Electoral Commission.
Campaign: New Zealand General Election
oOh! and FCB NZ helped Kiwi voters exercise their democratic rights in the general election, via a localised dynamic Out of Home campaign for the New Zealand Electoral Commission. The campaign played a key role in notifying voters of the increase in voting places available, including during the early voting period.
To help avoid confusion, FCB NZ, oOh! and the Electoral Commission used dynamic information to guide voters to their nearest voting place. The contextual messaging included a street address, voting place, opening times and the distance in meters to the nearest voting location, updated dynamically via an API.
‘This campaign shows the power of dynamic creative within Out of Home and how it can provide a genuine utility to the public. Each panel delivered a unique set of public information depending on the asset location which helped show the ease and accessibility to casting a vote’