The finalists for The Drum Out of Home Awards 2018 have been revealed.
This year's judging panel had industry experts from Goodstuff, Leith, Yakult, Talon, Posterscope, Notonthehighstreet.com, WCRS, L'Oreal, Havas Media and Direct Line Group.
"The standard of the entries this year have been really good," said chair person Roy Shepherd, head of out-of-home at Goodstuff. "What we saw from the judging was a real difference between those how are real contenders in their category, the standard was high. But I did feel that there were missing entries within the middle ground. In future years, campaigns that fit within that centre ground having the confidence to enter the awards
The trend that stood out for Shepherd is the growing use of data. "There is a growing confidence around using data to help inform the use of environments and formats, in particular location."
The finalists for Use of Data are: Goodstuff for Hiscox; Talon Outdoor, OMD UK for McDonald's; Posterscope , Carat UK, AMV BBDO for Guinness; Exterion Media, TfL for capitalising on the power of combined data sets and the Spark Foundry for Cineworld.
Integration has been one of the biggest trends. "No longer is OOH bolted onto the outside of a project or campaign," said director of technology and innovation WCRS, Dino Burbidge. "It's now part of the bigger campaigns, print campaigns, things you've seen on TV all of a sudden have an OOH integration piece to it. Across all the categories, we've seen these campaigns somewhere before. It integrate really beautifully in OOH."
The finalists for Integrated Campaign are: Havas Group Media, Havas International, BMB, W Communications for Topman and Calm; Havas Group Media, VCCP for O2; People Against Dirty for Ecover; Duncan Channon for California Tobacco Control Program; Ciceron for Warner Bros. Records; Havas Group Media, Havas Milan for Tim; 1DA for Mentholatum and UKTV for Celebrity Haunted Mansion - Westfield Takeover.
The awards are sponsored by Identity