Ocean Outdoor, Adam & Eve DDB, Havas Media Group: The Drum Out of Home Awards 2019 winners

Ocean Outdoor, Adam & Eve DDB, Havas Media Group: The Drum Out of Home Awards 2019 winners

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

Chair's Award

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

National Campaign

Rapport, Initiative for Carlsberg

Best Interconnected OOH Formats

Talon, PHD for Oatly

Best use of Digital

Posterscope, Carat UK for Diageo Spirits

Multi-channel Strategy

Talon, Goodstuff for ITV

Interactive

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

Visual Craft

Talon, Goodstuff, Uncommon, Global for Habito

Copywriting

Talon, Goodstuff, blowUP media, Craft Media, Uncommon for Brewdog

Innovation

Global The Media and Entertainment Company

Spectacular

Talon, OMD UK, Fuse, Projection Artworks , The BRITS for Google - YouTube Music

Experiential/Ambient

Havas Media Group, Havas Media for Hyundai

Best use of Long Copy

UKTV for Dave Channel

International Campaign

Grand Visual for Spotify

Small Budget

McCann Health London for OCO Opticians

Use of Data

Barefoot Proximity for DePaul University

Local Campaign

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.