Havas Group Media and Kinetic Worldwide UK have won the top accolades at The Drum Out of Home Awards 2018.
Over the past three years, the UK racked up a £1bn repair bill for cracked mobile phone screens. O2's responce to this was to make free screen repairs a core market proposition for the first time, anywhere.
Gayle Noah, media director, L'Oreal and member of the judging panel expressed how this is a first class demonstration of smart media planning with good audience insights, strong creative synergy with the right platform, innovative buying, all delivering strong business results. She said: "Turning digital out of home (OOH) screens into smashed mobile screens was brilliant in its simplicity, but dropping 48 sheets off their hinges showed a bravery in media buying and partnership that went the extra mile. This was my favourite outdoor campaign of the year, and the Grand Prix is justly deserved. Congratulations to everyone involved.”
Another big win of the evening is the Chair Award. This year, the chair of the panel Roy Shepherd, head of out-of-home, Goodstuff awarded the accolade to – Kinetic Worldwide UK, Wavemaker and Lightvert for Marriot Hotels.
As part of Marriott's Travel Brilliantly digital out of home (DOOH) campaign, Kinetic proposed for Marriott to become the first brand to use Lightvert Echo, using it in an experiential event in London.
Shepherd explained how this initiative demonstrates brilliant creativity through the use of experimental technology, overcoming various challenges to convince a high-profile advertiser to feature it within their campaign. "Initiatives of this kind showcase the bravery of all parties to break away from the pack, literally putting themselves in the spotlight." he said.
"The result was a world first that created a strong and measurable response from the public and associated PR, and a shining example to the industry of how OOH provides a platform to gain attention in new and innovative ways. In a rapidly changing media landscape we should all take inspiration from those who take the first step.”
Coinciding with the launch of the sugar levy, these agencies were tasked to remind people of the enduring magic and authenticity of Classic Coca-Cola. Making sure that they reassured customers that the beverage they know and love, tasted the same.
Judge and director of technology and innovation at WCRS, Dino Burbidge said that while other categories were all about whizzbang, live data and interaction, Digital Campaign was really about digital purity and squeezing every last drop of wow factor from a digital screen. He said: "The classic Coca-Cola creative did exactly that. It was a great example of bold, simple and above all, confident creative.
"Although it was a nationwide campaign, it was great to see the creative stand strong against the temptation to fill the Piccadilly Lights screen with noodly detail too. A worthy winner and a great example of an attention-grabbing digital campaign."
Other winners of the night include: Pride in London, BMB, DOOH.com, InlinkUK, Landsec and Ocean Outdoor for Innovation; Havas Group Media, Havas International, BMB and W Communications for Integrated Campaign; TBWA\Chiat\Day for Art Direction; Wavemaker UK for Copywriting and Grand Visual, TPF, Brothers & Sisters and Rapport for Interactive.
Sponsors of these awards are: Identity and UGCA.