Goodstuff Communications, Talon Outdoor and Exterion Media have snapped up the Grand Prix award at The Drum Creative Out Of Home Awards 2017.
Working alongside Spotify, the 'Spotify Users Playlist' campaign also won the multi-Platform campaign and art direction categories, for increasing annual users and embedding the brand ‘into the natural rhythm of people’s lives’.
Chairman of the judges, Dino Burbidge, director of technology and innovation at WCRS said this is a campaign he wished that he had done. He explained: "Data has always been a dirty word for most creatives, so it was wonderful to see data being the genesis of the creative campaign itself. Not only that, the data was both vaguely anonymous and yet amazingly personal and revealing at the same time. And let's not forget the planning and rapier-like targeting - without them, this campaign wouldn't have been half as effective. A true Grand Prix winner."
Nightlight, Rothco, Kinetic Ireland and Starcom, took home the chairman’s award for its work with Orchard Thieves.
About this campaign, Burbidge said: “This entry was in a really tough category but really caught my imagination. The campaign may not have been the biggest, but it did embody the spirit of creativity in out of home.
"It worked brilliantly with its surroundings, it was eye catching, it was innovative, it was practical, entertaining, cost effective and best of all, it was sketchy as hell. All traits I applaud and encourage."
Forward Media have taken the award for digital campaign for its work on 'O2 Coded'.
Judge, Melissa Robertson, chief executive officer at NOW, added: "I absolutely loved this idea. The fact that it meant absolutely nothing to me, but everything to the audience that mattered was brilliant. Talk about self-selection! I also like the cross-channel behaviour linked to proximity. It created desire and kudos for a non-famous hardware brand. They even made coding look art directionally attractive."
What the judges also liked about this entry was the 'laser' focus on the audience - content, context and consumer – coming together in perfect harmony.
Jessica Roberts, chief client development officer at OMD UK explained: "It was a really clever perfectly targeted idea sat at the heart of the campaign, the use of dynamic creative to update copy in real time inspired people to get involved and kept the campaign fresh, the embedding of a retail message into the overall idea and impressive results all made it a worthy winner."
Winners also include: Talon Outdoor, Manning Gottlieb OMD and Grand Visual for use of live updates; Taylor Herring Ltd for experiential/ambient and special build and AFG Europe, Momentum Worldwide, Craft Worldwide and Crucial FX for interactive and innovation.
Andrew Phipps Newman, chief executive officer of DOOH.COM, partners of the awards said: "The awards tonight for me, have effectively been a celebration for the whole industry. It celebrated innovation, creativity and the ability to advertise across different channels with true effectiveness. Not just in the UK, but worldwide.
"Not one particular company or agency just won, everyone was celebrating. This award ceremony was for the industry."
The ceremony took place on Thursday 23 November, Emirates Stadium, London. For a full list of the winners, please click here.
The awards are sponsored by KBH On-Train Media, FEPE International, Tint, The Drum’s RAR and The Drum Network.