Grand Prix

The Grand Prix awards the judges’ overall favourite entry from all of the award winning entries this year.

Chair's Awards

This award is chosen by the Chair of the judges and recognises a campaign that stands out from the various entries, whether or not it’s a category winner. There’s no criteria for the winning campaign, it’s the personal choice of the Chair of the panel.

Classic Posters and Banners

The winning campaign will demonstrate effective use of classic (paper-based) large format posters or banners, either independently or as part of a multi-format campaign. Added attention will be paid to campaigns that demonstrate effective brand building and an unmissable presence.

Special Builds and Site Adaptions

Campaigns should feature a pre-existing OOH opportunity that has been adapted or expanded in a creative way. Examples could include 3D builds, vinyl wraps, digital integration, original print and/or lighting techniques, extra sensory stimulus etc.

Transport

This category awards campaigns that demonstrates effective or original use of one or more transport environments, e.g. Rail, Underground, Bus, Tram or Airport etc. Whether its a creative tailored to commuters or an execution original to the environment, the winning entry should showcase Out-of-Home within the transport environment.

National Campaign

The winner of this category will showcase an OOH campaign at national scale across multiple environments and formats. Campaigns in this category should demonstrate the challenges and strategy involved in the process. Added consideration will be given to campaigns that showcase OOH’s ability to build brands and deliver measurable benefits.

Best Interconnected OOH Formats

In this category the winning campaign will demonstrate effective use of more than one format, and how these worked together to deliver the campaign objective(s). For example, this could be digital & classic or two or more formats within each. Entries should clearly demonstrate a role for each format and how they complemented each other.

Best use of Digital

Campaigns should showcase the best of Digital Out-of- Home, whether that’s innovative planning strategies that utilise the flexibility of the format or a strategy where only digital could deliver the objective. Campaigns can be of any size and feature one or more bursts.

Multi-channel Strategy

The winner in this category will demonstrate a strong role for OOH as part of a campaign that featured two or more media channels. The entry should make clear why OOH was chosen alongside the other channels and how they complemented each other. Added consideration will be given to entries that can attribute measurable benefits of adding OOH to the campaign.

Interactive

This category recognises an OOH campaign or oneoff execution that attracted an audience to engage with an OOH screen either physically (in the form of an experience) or via an online response. To qualify as ‘interactive’ the campaign should demonstrate an action/response resulting from the person(s) participation either immediately or very soon after.

Most effective use of Live Updates

The judges are looking for campaigns that utilise real-time data to populate the OOH creative or creative displayed in response to a real-time trigger. The campaign should demonstrate the flexibility of OOH, in particular digital formats, to respond in the most relevant moments.

Most effective use of Mobile

This category is open to advertisers that featured a mobile interaction or mobile derived data as part of an OOH campaign. This could be, for example, a campaign that encouraged consumers to interact with the creative using their mobile device or a campaign where planning decisions were influenced by mobile data.

Most Talked About

We’re looking for an OOH campaign that got the public and/or businesses talking about the campaign. This could be evidenced through social media channels or featuring in the trade press. The judges will consider campaigns of all sizes, either nationally or locally.

Use of Digital Technologies

The winner of this category will demonstrate effective use of digital technology. Examples could include digital production techniques or using technology to enhance the ability of the campaign to grab attention.

Visual Craft

Campaigns in this category must demonstrate creative use of illustration, original or manipulated photography and/or typography. This can be a single element within a wider ad campaign or the overarching campaign design and can be static or animated.

Copywriting

This category awards the best use of copy, in either headlines and/or supporting copy, and the use of copy to form dynamic messages.

Innovation

The winner of this category will showcase an OOH innovation that pushes the boundaries of what’s possible. This could include overcoming a physical or technological challenge or pioneering something new to deliver the campaign objectives. The judges will consider both high profile innovations and smart technologies that underpin the campaign, making it work harder/more efficient.

Spectacular

This category is open to campaigns or one-off executions that feature one or more spectacular elements. For example, this could be an adaption of an existing poster site, taking over a venue or dominating an OOH space.

Experiential/Ambient

In this category the winning campaign will feature an experiential/live marketing event or ‘ambient’ execution that involves audience participation or creates an experience for those viewing it. Extra consideration will be given to campaigns that can demonstrate unprompted engagement by the audience.

Best use of Long Copy

Campaigns in this category will demonstrate effective use of long copy on a format with sufficient dwell-time to allow the audience to read it fully. Extra consideration will be given to copy that’s intriguing/attention grabbing and able to demonstrate what use of long copy added to the campaign.

International Campaign

The winner of this category will demonstrate how UK OOH featured as part of an international campaign. The judges are looking for a campaign that spans 2 or more markets and provides evidence of an international strategy and a clear role for the UK within this.

Small Budget

This category is seeking a campaign that demonstrates impressive outcomes with a total budget of up to £50,000. For example, this could be a local campaign that made a big impact in the area, or a one-off execution that created a wider scale response. To qualify for best use of a small budget the campaign will need to punch above its weight in terms of outcomes for the advertiser.

Use of Data

The judges are looking for evidence of effective use of data to inform the planning, buying or creative output of an OOH campaign. Extra consideration will be given to campaigns that use data in new and innovative ways to create strong & measurable outcomes for the advertiser.

Local Campaign

This category is for campaigns that delivered something special at a local level. This could be a small-scale campaign or a national campaign tailored to the local audience. The judges are looking for evidence of using OOH effectively to influence the local audience.

Point of Sale & Retail

Campaigns in this category will feature effective use of OOH at or in proximity to point-of-sale locations, i.e. a retailer or location of purchase. The successful campaign will demonstrate the effect on sales and/or intent to purchase resulting from the campaign. Extra consideration will be given to entries that feature innovative use of OOH in this space.

Corporate Socially Responsible

The winner of this category will demonstrate a campaign that placed social responsibility at its heart. This could be environmental, social or economic. The judges will award the campaign that best demonstrates leadership in this responsibility as part of a long-term strategy/commitment.

Not For Profit

This category is for campaigns that operated without profit, i.e. with proceeds going to a charitable cause or a campaign by a charity. The winning entry will demonstrate effective use of OOH to deliver the campaign objectives.

Distruptive

This category is intended for campaigns that have used OOH in novel ways to disrupt a moment or occasion, creating stand-out in ways everyday media might not. The campaign can be a one-off or series of appearances at any budget level. Entries must be legal and pose no danger to the public or property - evidence of this should be provided if any uncertainty could arise.

New Media Opportunity

Media owners or owners of new OOH media offerings (including brands if the idea can be made available to others) are invited to submit entries for the best new media opportunity. This could be a new OOH product/ panel, event or supporting technology for example. Entries should demonstrate how the offering provides measurable benefits for advertisers using one or more examples. Extra consideration will be given to opportunities that break new boundaries.

Best Use of Location

The winner of this category will demonstrate how location was used as a primary factor in an OOH campaign. This could be a campaign that appeared in an unexpected place(s) or larger scale activity that localised the message to give unique context to the campaign. The judges are looking for examples that were only possible with location at the heart of the activity.

Extra Sensory

The judges are looking for a campaign that made effective use of at least one extra sensory component, i.e. beyond the norm, this could involve something visual, audible, scent or taste based, or something you touch. The execution should create evidence of added attention by the audience.