Roll of honour: what makes a winner at The Drum Out Of Home Awards
Out of home is undoubtedly the most visual of all mediums, offering instant stand out and kudos for brands and despite the increase of online opportunities, it has continued to deliver impressive results. The Drum Out of Home Awards have been running since 2012 and showcases the top talent in out of home to reward them for the work that they produce, year on year.
Following are six examples of the best campaigns we awarded in 2017.
Fast and the Furious 8: Universal Pictures
Following the financial success of Fast and the Furious 7, JCDecaux UK stepped up the game in the lead up to the franchises, with eight installments delivering an experience like no other.
Vagina Purse: Women's Equality Party
Now Advertising Ltd created awareness for the Women’s Equality Party candidate running for Liverpool Metro Mayor and pushed the fact that £23.7bn could be added to the North-West Economy annually if women could work the hours they wanted to, at the same rate of pay as men. The solution was an image of a purse that resembled a vagina.
The Mobile Billboard: Samsung Galaxy S8
This out of home campaign featured a British landscape, two sculpted posts, a floating ‘play button’ and some tension wire, supported by research and audience insight combined to create an incredibly impactful low-tech launch campaign for a very high-tech product.
Felix Up To Mischief: Nestle Purina
AFG Europe, Momentum Worldwide, Craft Worldwide and Crucial FX transformed Felix the cat from just being a 2D animation into a 3D augmented reality feline. Using the latest digital technology, Felix reacted in real time, uniquely to each individual, meaning no interaction was ever the same. With the help of a 40 metre digital billboard, Felix turned Waterloo Station into his playground.
#TANKFREE: The Born Free Foundation
On World Orca Day, WCRS turned digital poster sites across the country into virtual orca tanks to highlight that orcas can legally be kept in tanks of 12m by 4m. People could free the orcas by texting a donation to Born Free. The ads were broadcast on Facebook Live, reaching over 1.5 million people in a single day.
O2 Coded
Forward Media (Havas Media Group) set consumers one big puzzle on a poster to decipher. The code contained coordinates directing tech-enthusiasts to a café, bar or O2 store. The first to crack the code and get to the destination won a handset.
Live posters were updated in real-time as soon as somebody had won the phone, and encouraged people to get involved the following day for another chance to win. In the week it ran we delivered over half the quarterly launch target of 3,300 in one go.
Have you created amazing work that should be shouted out about? The Drum Out of Home Awards 2018 are now open for entries, download the entry pack and show the world your hard, outstanding work. Next time, your projects/campaigns could be showcased on TheDrum.com.
Sponsors of these awards are Identity