Ocean Outdoor, Adam & Eve DDB and Havas Media Group have taken home the top accolades at The Drum Out of Home Awards 2019.
For their work with the charity Campaign Against Living Miserably (CALM), Ocean Outdoor and Adam & Eve DDB won the Grand Prix, Most effective use of Live Updates and Not For Profit awards.
Using dynamic content uploads and live data, the ‘Call For Help’ campaign demonstrated the number of daily calls answered by CALM and aimed to remove the stigma of reaching out, while encouraging people to visit the charity’s website and learn how they can ensure no call goes unanswered.
"The winner of the Grand Prix used the latest technical capabilities of OOH to help make what is regarded as an invisible illness, visible," said Curtis Weir,
OOH group director, Publicis Media.
"Drawing the public’s attention to exact moments when someone was reaching out for support and when that call is answered, the campaign both highlighted the scale of the issue and helped to also destigmatize the act of seeking support. What better use of digital OOH, data feeds and audio is there than one that instead of telling, actually showed the public that no one needs to suffer in silence, that support is available and that those who able to seek will be heard."
Chairing the judging panel this year was Stacy Gratz, global media director at Bacardi. Havas Media Group won the award for its work with Movimiento Superaçao.
Most of the sidewalks on the streets of São Paulo are not accessible and cause many problems to those with disabilities. Movimiento Superaçao carried out an initiative to bring the problem to light and give it visibility.
The concept was to see sidewalks curbs as walls for people in wheelchairs. With this in mind, artists were invited to paint with graffiti the sidewalks curbs that needed an access ramp.
On choosing her Chair Award, she said: "What I loved about this initiative is that it not only made raised visibility about an important issue – lack of wheelchair accessibility in Sao Paolo – it truly made an impact in the community. Within 2 weeks, some of the graffitied sidewalks were turned into wheelchair accessible ramps."
Taking home the Disruptive and Extra Sensory awards is Space, William Grant & Sons, Vizeum UK, Global, Posterscope, Exterion Media UK Ltd for Hendrick's Gin
Hendrick’s Gin interrupted the mundanity of the commute and helped people ‘Escape the Conventional and Embrace the Delectable’ with a full takeover at King’s Cross station. People stopped, stared and shared as it became a Lonely Planet must-see destination by combining the UK’s longest ever floor wrap (74 metres), 20 rose and cucumber-scented OOH posters and full-wall takeovers.
Judge and group strategy director of Talon Outdoor, Sophie Pemberton said: "The winners produced something exceptional for a space that was considered mundane.
"They brought their brand to life in a beautifully creative way and interrupted the usually bland commute to transport people into a ‘portal to the peculiar’. The judges loved the extrasensory ingredients that made this a truly disruptive campaign."
Full list of winners
Grand Prix/ Most effective use of Live Updates/ Not For Profit
Ocean Outdoor, ADAM & EVE DDB for CALM
Havas Media Group for Movimiento Superaçao
Disruptive/ Extra Sensory
Space, William Grant & Sons, Vizeum UK, Global, Posterscope , Exterion Media UK Ltd for Hendrick's Gin
Special Builds and Site Adaptions
Talon, PHD, Global Street Art for SEAT
Transport/Classic Posters and Banners
The Media People, Collective London for Avis
Rapport, Initiative for Carlsberg
Best Interconnected OOH Formats
Talon, PHD for Oatly
Best use of Digital
Posterscope, Carat UK for Diageo Spirits
Talon, Goodstuff for ITV
Havas Media Group, Havas Media for Hyundai
Most Talked About
The Promotions Factory for Sky
Use of Digital Technologies
Kinetic Worldwide, DOOH.COM, Ogilvy, Mindshare for IBM
Talon, Goodstuff, Uncommon, Global for Habito
Talon, Goodstuff, blowUP media, Craft Media, Uncommon for Brewdog
Global The Media and Entertainment Company
Talon, OMD UK, Fuse, Projection Artworks , The BRITS for Google - YouTube Music
Havas Media Group, Havas Media for Hyundai
Best use of Long Copy
UKTV for Dave Channel
Grand Visual for Spotify
McCann Health London for OCO Opticians
Use of Data
Barefoot Proximity for DePaul University
The Kite Factory for Marsh & Parsons Estate Agents
Point of Sale & Retail
Havas Media Group for Swarovski
Corporate Socially Responsible
Havas Media Group for Hyundai
Best Use of Location
Kinetic Worldwide, Wavemaker & Ogilvy (Team Horizon), DOOH.COM for British Airways
The Drum Out of Home Awards took place at the Emirates Stadium, London on Thursday 21 November 2019. Register your interest for 2020 here.
Winmo is the partner for these awards.