Dive into 5 of the most-awarded OOH campaigns of the last 12 months
The World Creative Rankings, in partnership with Twitch, is a one-of-a-kind list celebrating the most-awarded global brands, agencies and individuals that have pushed creative boundaries in the last 12 months.
Today we are taking a look at five of the most-awarded out-of-home (OOH) activations from the last 12 months, each of which responded to a different challenge – from helping the covid ravaged hospitality sector to tackling sex taboos and tapping into new demographics.
Ezaki Glico: Pocky The Gift by Dentsu Tokyo
Pocky sticks are one of Japan’s best-selling snacks, but have traditionally been enjoyed by kids and teenagers. Dentsu Tokyo was tasked with growing young adult sales, providing the demographic with a new way to share and enjoy Pocky sticks.
And so Dentsu designed new packaging to make the snacks a trend-setting product, targeting the OOH campaign at upscale shops and shopping districts. The campaign solved the marketing problem with an increase in sales to young adults and better brand visibility.
Relate: Let’s Talk The Joy of Later Life Sex by Ogilvy London
UK relationship charity Relate challenged Ogilvy to open the conversation around sex and intimacy in the over 65s. Tapping into a British tradition of reading the weekend newspaper in bed, Relate launched its campaign in the UK’s major Sunday newspapers.
Billboards were then erected across the UK, with artwork shot by renowned photographer Rankin and showing five older couples in intimate positions. Relate said the campaign champions the importance of sex in later life, exploring everything from long-term love to new adventures, tender intimacy to the more risqué.
Burger King: Moldy Whopper by David Miami/Ingo Stockholm/Publicis Bucharest
Burger King disgusted some but impressed many with its out-of-home campaign showcasing its famous Whopper burger decaying over a 34-day period. The ad was created to highlight Burger King’s move away from artificial preservatives
The decisive campaign came in second place as the most-awarded ad on our list, praised for its ability to win industry awards but questioned for its effectiveness to sell burgers.
Heineken: Shutter Ads by Publicis Italy
For its ’Shutters’ campaign, Heineken redirected some of its out-of-home budget to support its trade partners affected by lockdown. The brewer paid shops and bars in Argentina, Germany, Indonesia, Italy and Spain to display ads like ’See this ad today, enjoy this bar tomorrow’ on their windows and shutters.
The shutter ads raised awareness for the hospitality sector hit by covid and redistributed $8.4m to the bars involved in the activation.
Adidas: The Liquid Billboard by Havas Middle East
Activated in the middle of Dubai’s hottest season, the swimmable billboard aimed to bring the notion of ’freedom’ to Adidas’ new range of inclusive swimwear.
The campaign focused on the idea that women were free in the water, regardless of religion, shape, background or ability.